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.