Michael P. Hunter Explores the Rise of Soft Brands in Hotel Executive Magazine
Jun 15, 2025
Soft Brands, Strong Appeal: How Hotels Are Blending Identity and Experience
By Michael P. Hunter, National Practice Leader – IRR-Hotels
Published in Hotel Executive, June 2025
What’s in a name? In today’s hospitality landscape—maybe not much.
In this bylined piece, Michael Hunter of Integra Hotels explores the rise of soft brands—properties that combine the distinctive feel of independent hotels with the global reach and loyalty programs of major chains. With insights drawn from appraisals, personal stays, and interviews with industry operators, the article outlines why these collections resonate with both travelers and owners—and what challenges remain beneath the surface.
- Why are soft brands outperforming traditional flags in some markets?
- What does “sense of place” really mean for a modern guest?
- How are operators navigating design freedom, loyalty affiliation, and brand oversight?
From Upstate New York to the Pacific Northwest, this article breaks down the business case and guest appeal of a category that's quietly reshaping the lodging experience.
