Imposing brand standards continues to be a sensitive point between hotel chains and property owners, but keeping the focus on customers' evolving expectations can help bridge the divide, brand executives said during a session at the Hotel Equity and Lender Perspectives conference in Boston. "Brands want the same things owners want: having a profitable hotel that delivers on the brand promise and keeps guests coming back," said Scott E. Melby, an executive vice president at Marriott International.

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