The Cooper in Charleston, S. C., is slated to open early in 2026 and is part of Preferred Hotels & Resorts’ Legend Collection. |
|||||
|
global sales and marketing platforms, [ loyalty programs ] and the confidence that comes with being part of the world’ s largest hospitality company.”
Meanwhile, renovation mandates and property improvement plan( PIP) requirements tend to be lighter and more negotiable. At the same time, these hotels frequently best their fully independent peers because they retain distinctiveness while tapping into brand-wide demand. Soft brands also often
|
carry lower fees than traditional brands.
SMART SCALING A win for owners is a victory for lodging companies, too. In a low-growth environment, stymied by higher interest rates and bloated construction costs, soft brands are a way for companies to achieve growth targets without a shovel digging into the ground.“ The bar is
Hotel Astoria Vienna, Curio Collection by Hilton dates back to 1912. Photo credit: Verkehrsbuero Hospitality
|
very high for these companies to keep growing every year. They have to be a little bit more creative,” said Patrick Scholes, managing director, lodging and leisure equity research at Truist Securities.“ There’ s a lot of pressure from Wall Street to continue to find ways to grow net-unit growth.”
One lodging company heavily focused on NUG is Hilton: Its CEO, Chris Nassetta, has—
|
perhaps apocryphally— said he coined the expression. Hilton launched its first soft brand, Curio Collection, in 2014, creating a collection of independent, upscale hotels. It is on course to open its 200th hotel early this year. So far, so good, said Brooke Thomas, brand leader of Curio Collection by Hilton, noting the pivotal role Hilton’ s loyalty program— more than 226 |
||
Brooke Thomas, brand leader, Curio Collection by Hilton |
|||||
Jan / Feb 2026 hotelsmag. com 15 |