The next era of hotel branding is about individuality at scale.
Yesterday, Hilton announced Outset Collection, a lifestyle brand targeting independent hotels. With more than 60 properties already in development, it joins a growing wave of “soft brands” reshaping hospitality.
Chris Silcock, President of Global Brands and Commercial Services at Hilton, said this launch is the result of traveler’s wanting more unique, one-of-a-kind hotels and experiences.
For years, global chains like Hilton, Marriott, and Hyatt focused on consistency – the idea that a traveler could wake up in any city in the world and know exactly what to expect.
That model built trust and added a sense of familiarity, but it also made many hotels lack individuality.
Now, the industry is shifting.
Travelers want individuality, and soft brands let major groups deliver both.
They let global groups offer individuality with infrastructure through distinct storytelling, design, and community, backed by the reliability of a bigger chain.
IHG claims that conversions (independent hotels converting to its brands) made up about 60% of global openings in Q1 2025, showing how soft brands and conversion-friendly strategies are playing a big role in current hotel growth.
The challenge for every major hotel group now is how to scale individuality whilst keeping familiarity and consistency.
I would love to hear more opinions on this shift from my friends and connections in the hotel industry 🙏
