Hotel Tech Insight
Soft Branding
Franchise-Modell, bei dem das Hotel sein Branding behalt, aber Tech-Stack und Loyalty der Kette nutzt.
Soft branding is a franchise model where an independent hotel keeps its own name and design identity but uses the parent chain's technology stack, loyalty program, and distribution. Examples include Marriott's Autograph Collection and Hilton's Curio Collection. Soft brands trade independence for distribution leverage; the tech-stack choices are typically prescribed by the parent.