Brand standards are an integral part of hotel chain consistency, establishing clear levels of services and amenities guests can expect. Standards are devised by hotel franchise companies, but executed and paid for by hotel owners.
The global COVID-19 pandemic changed the way hotel franchise companies and owners negotiate these standards. The nature of the pandemic called for immediate prioritization of certain standards — like cleanliness and safety — while others took a back seat as income dropped.
Communication between all hotel stakeholders has been critical during this time, to ensure franchise companies know exactly what owners are up against, and to devise win-win scenarios for hotel brands and owners.
This Hotel News Now special report dives into the changing nature of hotel brand standards, looking at how standards are changing short-term to compensate for the effects of the pandemic and what lasting impact brands and owners may feel in the future.
How Hotel Brands Defer, Adjust Standards to Aid Franchisees
By Bryan Wroten
Brand Standards 'Reset' by COVID-19 but Won't Fade
By Terence Baker
Hotel Brands Show Flexibility in What's Required for New-Builds, Conversions
By Dana Miller
Goal With Brand Standards Is To Epitomize Guest Needs
By Robert McCune
How Investors Want Brand Standards To Shift
By Sean McCracken
Relaxed Budgets Could Spur Long-Term Issues for Hotel Owners
By Danielle Hess