How to develop a unique and strong hotel brand? Creators of the National Geographic Lodges show us an example of branding mastery.
The soft brand could be a perfect affiliation model for the hotel owner who wants the best of two worlds - independence and brand support. I reviewed the literature to see the pros and cons of affiliation with the soft brand.
The most common way for hotel owners to acquire a brand name is to enter a franchise agreement. I reviewed the literature to uncover the advantages and disadvantages of hotel brand franchising.
Should hotel owners partner with hotel brands or keep their properties independent (unbranded)? I reviewed the literature on the subject, and there is no simple answer.