Boutique “Soft Brands” Defined

Frances Kiradjian | May 1, 2017

by Frances Kiradjian, Founder & Chair, BLLA Looking at the large online travel agencies recently you might be surprised to spot a few new names among the Starwoods and Marriotts. Tribute? Curio? Quorvus? Could these be new independent David's taking the hotel-world Goliaths by storm? Of course, these aren't new companies by any stretch of the imagination, but fresh incarnations of those same hospitality superpowers that have dominated the industry for decades. Independent in ethos, but multinational in outreach, these are the new hotel 'soft brands', they've come out of the blue, and they're opening up everywhere. But what is a soft...