Step 1: Understand the competition First, understand exactly what the situation is. Tactics will differ based on whether it’s a hard or soft brand that is encroaching on the independent, said Bashar Wali, principal and president of Provenance Hotels. A hard brand likely would steal some business travel customers who are eager to earn loyalty points. “If a branded hotel came literally next door? I would probably look a little more carefully at guest profiles,” Wali said. “I would try to ascertain what likelihood I would have in losing some of those (business traveler) road warriors. The points conversation comes up.” Get the full story at Hotel News Now