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Hotel-tech glossary

Soft Branding

A franchise model where independent hotels retain branding but use a chain's tech stack and loyalty.

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.

Related terms

Multi-Property

A configuration where one platform manages multiple hotel properties under one operator.

PMS

Property Management System. The core software that runs hotel operations and reservations.

Part of the hotel-tech glossary. Maintained by Maciej Dudziak, founder of Guestivo.