Soft brands move into midscale

In response to rising demand, companies like Accor, Best Western, and Wyndham have introduced midscale soft brands to cater to the growing preference for affordable options

For the first decade of their existence, soft brands were primarily associated with upper upscale and luxury hotels. In recent years, however, several major hotel companies have expanded their soft brand offerings into the midscale segment.

Key takeaways

• Wyndham has seen a growing trend of young travelers seeking unique, affordable lodging experiences. A midscale soft brand provides hotel owners with a product that appeals to this new demand from the younger generation;
• Best Western sees significant potential in both the midscale and economy segments with its SureStay Collection, recognizing that many well-maintained economy hotels offer a unique appeal;
• Choice Hotels, a major player in the midscale market, offers an upscale soft-brand collection through its Ascend Hotel Collection.

Get the full story at Hospitality Investor