As the Internet levels the playing field between independent and branded hotels, success increasingly is being found somewhere in the middle. Or, as FelCor Lodging Trust’s Tom Corcoran summarized during one of two, back-to-back “View from the top” panels at last month’s Lodging Conference: “Soft branding is clearly going to pick up a lot.” The likes of Autograph Collection (Marriott International), Curio (Hilton Worldwide Holdings) and the Luxury Collection (Starwood Hotels & Resorts Worldwide) offer the best of both worlds, hotel executives agreed. They allow owners flexibility to create unique experiences on property while driving a base of demand to enjoy it. Get the full story at Hotel News Now