Soft Brand Conversions: Using PIPs to reposition traditionally branded hotels
One of the more prominent trends driving PIP and renovation activity is the increased popularity of soft brands as many owners make the decision to convert their properties from so-called traditionally branded hotels. These soft brands, in many cases, are delivering more to the bottom line, according to Ashley Ewing Parrott, principal, AEP Consulting. “I’m seeing a lot of lifestyle, hard brands going to soft brands because what they [owners] are noticing, and frankly what […]
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