Soft brands continue to thrive as a popular choice for developers, a trend that’s partly due to increasing demand from travelers who are less reliant on brand names and more focused on discovering unique lodging experiences. The soft-branding relationship allows owners to showcase the individuality of their properties to this segment of potential guests. “Many travelers—particularly Millennials and Gen Z—are actively looking for something more distinctive,” said Megan Brumagim, vice president of upscale brands, Choice […]

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