What is the meaning/definition of Soft Brand?
The term soft brand is a term used in hospitality that describes a hotel franchise or chain company. This organization, in comparison to other hotel franchises or hotel chains, provides the benefits of a larger chain without enforcing strict rules, regulations, or strong brand identity on the franchisor or chain member.
The member hotels are granted distribution, sales, marketing, CRS, and other systems in exchange for royalties and fees.
At one time a famous example of a soft brand hotel would have been Best Western because they had often encouraged their members to develop their unique brand identity.
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