Hotels/Resorts

Independent, “Soft” Hotel Brands Bank on Storytelling, Social Media–Ready Moments

As competition for the dollars of vacationers and business travelers ratchets up, hotel companies are on a never-ending search for ways to differentiate themselves. Guests are looking for uniqueness, local flavor and history, and bespoke experiences that they can capture and share instantly through social media networks, according to a panel of hotel industry experts at the recent ULI Florida Summit in Miami.

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