As hoteliers consider a move to new brands, the conversation around brand standards is centered on what is functional for guests, not the brands themselves.
Brand executives are not averse to employing practical considerations during a crisis, but the end goal is to revert to and improve those standards.
Hygiene levels have always been part of those standards, but improved levels are set to move up the list of those standards that do not allow much compromise, if any, sources said.
For his piece, ‘Brand Standards ‘Reset’ by COVID-19 but Won’t Fade’ for Hotel News Now, Terence Baker spoke to Luxury Branding Founder Piers Schmidt about the shifting relationship between owners and brands during an historic period of industrywide disruption.