So far in 2017, two major hotel chains have announced the addition of a new soft brand to their brand portfolios. In January, Hilton’s Tapestry Collection joined the chain’s Curio Collection, and in June, Wyndham announced the launch of the Trademark Collection, representing the company’s first foray into the soft brand space. Soft brands are obviously popular, and this particular market segment is gaining share at an astoundingly rapid pace. While there may have been an explosion in chain-backed soft brands over the past few years, the idea of a hotel collection is nothing new. Preferred Hotels & Resorts—currently helmed by CEO Lindsey Ueberroth, who is featured on this month’s cover and interviewed in the following pages—has been playing in this space for 50 years. Choice Hotels’ Ascend Hotel Collection, the first soft brand collection from a big chain, launched a decade ago. Since then, more and more have joined their ranks. Get the full story at Lodging Read also "Hotel companies make a hard sell for soft brands" and "The merits of a hotel soft brand conversion"