Soft brands move into midscale
🏨 In 2024, Accor, Best Western, and Wyndham are targeting the midscale market with soft brands, capitalizing on the trend among young travelers for unique, yet affordable lodging. Wyndham is adapting to the preferences of a younger generation, Best Western is tapping into the midscale and economy segments with its SureStay Collection, and Choice Hotels offers an upscale experience through its Ascend Hotel Collection. The shift comes as demand increases for reasonably priced options with distinctive character.
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