So far, 2017 has played host to two such brand launches already. In January, Hilton introduced Tapestry Collection, an upscale complement to its upper-upscale Curio by Hilton collection brand. Then in June, Wyndham Hotel Group announced The Trademark Hotel Collection for three- and four-star independent properties. Collection brands, or soft brands, which bring independent hotels into a major chain's system without altering the core identities of the properties, are nothing new. Choice Hotels International launched its upscale Ascend Collection brand in 2008, and Marriott International added its Autograph Collection brand in 2010. But what have changed in recent years are consumer tastes, as well as business conditions for hotel owners. Get the full story at BTN Read also "Hotel companies make a hard sell for soft brands"