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guest checking in at a hotel front desk using a tablet with help from associate

BWH Hotel Group Continues Expanding Soft Brand Hotel Offerings

PHOENIX—BWH Hotel Group continues expanding its footprint of soft brand hotels across its portfolio. Through expansion, new launches, and acquisitions, BWH Hotel Group offers...
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Unique Advantage: Soft Brands Positioned to Recovery Quickly

One week ahead of the long-awaited Memorial Day weekend, U.S. soft brand hotels reached the 50 percent occupancy mark for the first time since...
Guest checking in at the front desk of a hotel

Pre-COVID Performance of Soft-Branded Hotels

Before the COVID-19 pandemic devastated hotel performance trends across all property types, soft brands were continuing to deliver hardline results at a pace that...
Guest arrives in guestroom

Are Full-Service Hotels a Thing of the Past?

Full-service hotels have long been a model of high performance, outperforming the rest of the U.S. hotel industry in nearly every conceivable benchmark for...
Soft Brands in Hotel Industry

Soft Brands Continue to Permeate the Hotel Industry

To serve up some history, soft brands—also known as hotel collections—first appeared in the mid-2000s with a strong presence from both Choice Hotels and...
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