A hotel brand can mean many things: reassurance to a consumer, a route to market for an owner, the chance to overwhelm the competition for the operator. The popularisation of the bricks, brains, brawn split has meant rapid proliferation of the brands, which was accelerated by Marriott International’s acquisition of Starwood Hotels & Resorts in 2016. The global operators are no longer a family of brands, but platforms which use their heft to drive better distribution.

This guide looks at the evolving issues and trends around this rapid growth and looks at the key players and rising challengers who would flag your hotel. 

 Take a look at Brands Report 2019 sample