The boom in soft brands
Magazin • 4.10.2024 • 42711
HI+

The boom in soft brands

CBRE analysis of the third brand alternative for investors

Hilton Curio Rhodos
The Lindian Village Beach Resort Rhodes is part of the soft brand Curio Collection by Hilton. / © Curio Collection by Hilton
4.10.2024

Soft brands - the counterpart to standardised chain brands - have been around for 25 years. During the crisis, investors are discovering their advantages all the more. CBRE summarises this brand career in the US market and adds current operating figures from the comparison of soft brand and independent hotels.  

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