Soft brands have been surging in popularity among owners of unique hotels seeking enhanced visibility to the growing number of experiential travelers. The scale of the parent brand’s distribution network and loyalty program helps these owners reach guests who prefer “authentic experiences that reflect the destination they’re visiting,” observed Scott Styron, president of Asheville, North Carolina-based LaTour Hotels & Resorts. “They want hotels with character and a sense of place rather than the same experience […]

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