As hoteliers plan to protect and sustain business, we explore the options of joining a collection, converting to a brand affiliation, and operating an independent property.You will learn:• How hotel collections are supporting their members during the crisis• The commercial breakdown of belonging to a collection - how to measure ROI and is it really worth it?• The process of converting to a soft brand• Renovations cost and fee structures• The outlook for the futureTrailblazers joining the discussion will be:Philipp Weghmann, EVP Europe, Preferred Hotels & ResortsRebecca Masri, founder, Little EmperorsRichard Kessler, chairman and CEO, The Kessler CollectionTina O'Hara, group director of sales, Cairn Hotel GroupJohn Green, founder and MD, JG Collection