In the vast space between the independent hotel and the big brand sit multiple hospitality consortia and organizations that have some of the same marketing and promotional functions as the big operators while also staying focused on the unique properties that make up their portfolios. And as brands get bigger and online travel agencies offer nearly everything, this segment is growing as hotels and groups seek to find a new way to group like-minded properties around the world. Just this week National Geographic entered the market with its Unique Lodges concept. It joins a field that contains both old-school marketing operations and digital savvy organizations.

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