China: The next big market for soft-branded hotels?
The global hospitality industry is awash in hotel brands. There are currently 970 hotel brands in the market. There is at least one hotel brand for each of the 26 letters of the English alphabet. Unfortunately, this dizzying array of variety and noise makes it difficult for the lay consumer to recognize very many of them, and undoubtedly poses a problem for individual establishments, many of which are preparing for the return of international travel as the industry moves forward from the pandemic.