Richard Sandoval “The central question is whether a soft brand would genuinely strengthen that identity or simply overlay another one. In some situations, affiliation can add real value. For this property, however, the balance has so far favored remaining independent and preserving a direct connection to place.”
Thank you to HOTEL MANAGEMENT Magazine for featuring Spire Hospitality CEO Richard Sandoval in its latest article exploring the evolving role of soft brands and how hotel owners and operators can balance the benefits of affiliation with preserving a property’s individual identity.
Richard shares Spire’s perspective on the importance of evaluating each property individually and determining which approach creates the greatest long-term value for the asset.
SPIRE Hospitality 
