It's hard to underestimate the importance of group business for the hotel industry. Groups contribute revenue to rooms, F&B, and other departments of the hotel. Many properties in the urban markets depend on the group business to survive.
In the modern hotel industry, the hotel owners can choose from different branding options: Independence (non-affiliation), traditional franchise, and soft brand that includes voluntary chains and corporate soft brand chains.
Unique Lodges of the World by National Geographic is an example of successful branding in the hospitality industry. I was fascinated by the brand from the first discovery. This article analyzes the brand concept and what makes it so unique and attractive to travelers.