A branded hotel has to be viewed by its target customers as distinctive; it needs to deliver an experience that exceeds the wants and needs of its target guest for any specific purpose of travel; and it needs to be better than any competition that’s similarly priced and located, according to sources. They are also about the small details, but even that has changed of late, according to John Rogers, SVP of brands and franchise operations, Europe, Middle East and Africa at Hilton, speaking on a panel titled “Hotel brand of the future” at the recent Hotel Distribution Event. Some panelists felt current hotel brands still have a lot to do to be relevant for the guest of today. Get the full story at HNN