Design Hotels just convinced an independent that previously rejected affiliation to join Marriott's network, and the pitch wasn't about loyalty points or booking volume. It was about what they promised NOT to change... which is either a brilliant distribution play or the most expensive handshake in hospitality.
Hilton planted a flag in Harlem with a culturally immersive soft brand... and the early execution is either a masterclass in authentic positioning or a really expensive mood board. The answer depends on whether the promise survives past the press cycle.
Noted Collection is IHG's admission that its soft brand portfolio has gaps. The real question: who's paying to fill them?
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