PERSPECTIVE
GOING SOFT
HOW SOFT BRAND HOTELS BECAME A WINNING FORMULA FOR INDEPENDENTS AND LODGING COMPANIES.
Contributed by GREG SCHAHET, PRESIDENT AND CFO, SCHAHET HOTELS
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oft 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
36 hotelsmag. com Sept / Oct 2025