Opus Agency on the Proliferation of Hotel Brands

With over 1,200 hotel brands worldwide, Skift Editor Barbara Scofidio notes that "the proliferation of hotel brands has made planners’ jobs more confusing—and had little influence on their final choices for meetings." This abundance of options raises the question of whether there is too much supply, leaving planners overwhelmed.

Tiffany Cohen, Opus Agency’s SVP of Incentives and Global Sourcing, offers insight into how planners are navigating the challenge, saying, "At the luxury level, some planners make decisions based on specific sub-brands like Ritz-Carlton, St. Regis, or Park Hyatt. But at lower tiers, this matters less. Hotel chains have built strong loyalty programs, and clients often prioritize 'Will I get my points?' over 'I need to stay at X brand.'"

Read the full article from Skift Meetings here.