The Value of Soft Brands with Prime Group and Faro Blanco Resort

By Larry and Adam Mogelonsky | March 17, 2025

The last two decades have seen an explosion in soft-branded hotels, with the past few years in particular seeing many remarkable properties launch or enter development. If there was a single word to explain this megatrend in our industry, it’s “flexibility.” Owners and developers have more wiggle room for the conceptualization, area planning, or site repositioning while retaining the …