Why Soft Brands Are a Smart Hospitality Move For Hoteliers

In this episode of #NoVacancyNews, I chat with Mark D. Shalala, SVP of Development, Upscale Brands at Choice Hotels International, about why soft branding isn’t just a trend — it’s a powerful strategy for profitability and adaptability in today’s uncertain economy.

🔹 How Choice Hotels helped invent the soft brand category back in 2009
🔹 The unique flexibility soft brands offer in design and operations
🔹 Why experiential stays are dominating guest preferences
🔹 How developers can optimize for profitability without rigid brand constraints
🔹 What economic cycles teach us about long-term investing in hospitality
🔹 Why now might be the perfect time to build—even amid uncertainty
🔹 The enduring resilience and optimism of hotel developers

This was recorded last week during Choice’s annual conference.,

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