Soft Brands

The George Hotel

Own

Can soft brands still justify the cost for independent hotels?

For hotel owners, the debate over whether to stay independent or join a soft brand is becoming less about philosophy and more about economics.

Esther Hertzfeld Aug 26, 2026 8:00am

Northpointe Hospitality

Georgia boutique hotel highlights tertiary-market potential

Aug 5, 2026 8:00am

The Harrison Hotel an Ascend Collection Hotel

Choice's Ascend Collection surpasses 500 openings

Mar 16, 2026 4:03pm

MB Hotel Trademark Collection by Wyndham Miami Beach Florida

Wyndham's Trademark Collection reaches 100 U.S. properties

Mar 16, 2026 7:00am

Hotel Trio Healdsburg

AWH Partners acquires California extended-stay

Feb 17, 2026 8:00am

Hotel 11 MOD A Sonesta Collection

Sonesta signs seven U.S. hotels to MOD Collection soft brand

Dec 18, 2025 8:00am