Traveler appetites changed over the past decade and the standardized and admittedly tired concept of a hotel was not enough to meet those needs. Consistent with larger societal trends, consumers began to crave authenticity and unique experiences, which they found in Airbnbs and “lifestyle” hotels. To ward off further market share loss, big brand hotel marketing and development teams strategized. The response was to build a hotel portfolio that catered to each corner of the travel market through creative new concepts and acquisitions. Whether it be price point, design, market or room type, big brand hotels now have an option for everyone.

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