Morris Manning & Martin, LLP

Blurred lines: Enforcing ‘soft’ brand standards


As more and more hotel brands are brought to the market, including the recently announced IHG brand, Avid, the lines that distinguish each brand’s operating “swim lanes” have blurred. In some cases, for boutique and lifestyle brands, brand standards are intentionally flexible and unclear so that hotel owners can create a unique, local feel for each hotel. While the flexibility allows the hotel to operate with a more distinct feel, the less clear these lines, the harder it becomes for the hotel brands to enforce brand standards.

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