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Special Report, Lodging

Soft Landings

A wealth of independent hotels and soft brands await business travelers

The Fourth of July isn’t until next month but in the hotel industry it’s Independents’ Day already as unbranded hotels are becoming the choice of more business travelers despite the efforts of the big brands to win them over with special rates and loyalty perks.

Unable to beat them, most brand groups have decided to join the independents – usually defined simply as independently owned and operated hotels without a brand affiliation – by forming “soft brands,” collections of non-branded properties under a brand umbrella.

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