Soft Brands – the New Norm in the Indian Hotel Sector?
In recent years, the Indian hotel sector has seen soft brand launches by domestic and international chains operating in the country, with the shift toward the soft brand model gaining traction post the pandemic. Soft brands typically have more flexible development guidelines that allow independent hotels to join a larger chain while retaining their distinct design and features. The rise in travelers looking for authentic, unique, local experiences and willing to seek alternative lodging to obtain them has pushed hoteliers to respond to these changes by developing unique properties.
By Mandeep Lamba and Dipti Mohan