Best of Both Worlds: The Rise of Soft Brands in Hospitality

Best of Both Worlds: The Rise of Soft Brands in Hospitality

The world has gotten smaller. Today’s traveller, once tied to the emotional comfort and perceived safety of international hotel chains, has begun to seek immersive cultural, entertainment, and dining experiences while on the road. For an ever-increasing segment of frequent travellers, this thirst for unique and life-enriching travel moments has led them away from the […]

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