Portfolio Strategy

Soft brands at 19 percent decade growth: when the collection premium actually pays for itself

A precise look at when a hotel soft brand strategy truly pays, how to model collection vs independent scenarios, and the owner profile most at risk.

Portfolio Strategy

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13/05/2026

Hotel brand positioning that survives a conversion: the four positioning axes owners should negotiate before signing

Learn why hotel brand positioning has become a core asset-class decision for owners and asset managers, with four strategic axes, real-world clauses, and portfolio-level implications for rate, demand, and exit value.

Portfolio Strategy

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23/04/2026

The brand portfolio paradox: why the majors keep launching soft collections when owners already have too many logos to choose from

How senior hotel executives should underwrite soft brand conversions and manage a hotel brand portfolio as collection brands proliferate across global groups.

by Théo-Jules Boucher