Soft brand hotels, or independent properties affiliated with major hospitality groups, have become almost as ubiquitous as their hard brand siblings. With soft brands, hotels maintain their individual character and unique culture while leveraging the marketing power, loyalty programs and operational support of a major brand.
In the mid-1950s, the industry shifted from predominantly independent hotels to the rise of branded properties, with pioneers like Howard Johnson’s, Ramada and Holiday Inn leading the transformation. Guests preferred the consistency and predictability of traditional hotels, which created brand loyalty and trust. Since then, hotel brands have expanded globally and solidified their identities, but independent hotels have faced significant challenges, such as the high costs and complexity of marketing to a broad audience.
The internet and online platforms have leveled the playing field, giving both brands and independents direct access to guests coming and going from anywhere. Travelers can now easily research hotels, read reviews and discover unique properties beyond the major chains; this simultaneously happened while travelers began seeking authentic, boutique experiences rather than the standardized stays of traditional brands, leading to the rise of soft brand hotels. These are some of the benefits of soft brands for both hotels and travelers.
Authentic Experience
For today’s travelers, especially Millennials and Gen Z, authenticity and experiences matter. Whether it’s a one-night stay for work or a weeklong adventure, today’s travelers enjoy one-of-a-kind stays that allow them to see a lot of the local flavor, and soft brand hotels can easily give them that experience.
Standard chain hotels often don’t reflect the community or culture around them. However, many soft brand hotels provide carefully curated spaces with locally inspired or created artwork and dining experiences with regional ingredients or products that give visitors a taste of the town and the people around them. Soft brand hotel owners can also have the ability to address the specific hospitality needs of the community around them, which is not just great for the hotel’s success but, most importantly, the people who reside in that community.
Brand Reliability
When travelers get this authentic traveling experience, they might expect to lose the consistency or reliability that comes with chain hotels, but that’s not the case with soft brand hotels. One of the best benefits of soft brand hotels is their connection to the loyalty programs of major hotel groups they’re associated with. So, no matter where they travel or how they stay, travelers can still earn points, gain access to perks, and easily book stays through familiar platforms, all while enjoying the authenticity of an independent hotel.
Personalized services are also a part of soft brand hotel offerings because many of them operate on a boutique hotel scale. As a result, soft brand hotels provide thoughtful amenities and experiences that their guests can’t find with larger hotel brands, taking the customer experience to whole new heights.
Owner Benefits
Soft brands have also become popular among hotel owners. These owners now have the perfect combination of powerful name recognition and access to their vast distribution systems, and no strict operational constraints of the traditional hotel franchises. With soft brand hotels, owners can let their creative ideas flow when it comes to building, designing and branding the hotel, allowing them to display unique charm and character.
Additionally, they gain a lot of support and knowledge from the hotel franchise for marketing, technology, training and more, which is critical for all owners, especially new entrepreneurs. This support is also helpful in looking for long-term consistency for years to come in a landscape that can be daunting and inconsistent.
As the hospitality industry continues to evolve, soft brand hotels are expected to be a long-term trend that will remain. Soft brands’ ability to offer unique experiences and familiarity with renowned, widely used hotel franchises is what makes this type of hotel a viable choice for travelers of all ages. In recent years, travelers are increasingly putting value on flexibility, trust and authenticity with all of their trips, which is a big reason why soft brand hotels are a part of modern hospitality.
Story contributed by Greg Schahet, president & CFO of Schahet Hotels.
