Hotel Tech Insight
Soft Branding
Modelo franchise donde el hotel mantiene branding pero usa stack tech y loyalty de la cadena.
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.