Quality Is The Only Thing That Makes A Brand Credible

Larry Mogelonsky | August 10, 2016

By Larry Mogelonsky, MBA, P. Eng. (www.lma.ca) Soft branding is a popular trend these days, showing no signs of slowing down at all in the face of billion-dollar mergers and acquisitions. Unquestionably, soft brands fill a specific demand within the traveler mindset – those who desire an independent property to add an extra layer of exclusivity to their trips while also expecting certain standards to be upheld. It's a fascinating space and one that has yet to reach full maturity or capacity. Tapping in for a phone interview to elucidate how properties can succeed within a soft branded space is Filip Boyen, the newly crowned CEO of...