While not long ago putting two hotel brands into one building seemed like a complete novelty, the dual‐brand concept (also called multi‐brand, combo hotel or two‐in‐one‐hotel) continues to establish itself, becoming increasingly commonplace in today's hotel industry. This article explores the topic by establishing a definition and explanation of the possible combinations, briefly explaining the beginnings of the concept, highlighting the challenges and benefits associated with the dual‐brand model and, lastly, providing an outlook of how this concept could be developed further. Input to this piece was provided by both secondary research and interviews with representatives of several international hotel brands.