NASHVILLE, Tennessee—To brand or not to brand? As hotel owners and investors look to leverage recovering performance fundamentals, the question of whether to affiliate a property with a chain or to go it alone as an independent has become more important than ever.
Hotel chains, on one hand, provide reservations support, marketing, guest loyalty programs, brand standards (i.e. quality assurance) and lender comfort—but at a cost.
Independents, on the other hand, provide freedom and a sense of uniqueness—but without the support of a major affiliation.