Soft brands are experiencing a resurgence. While not a new concept (the modern soft brand was launched by Choice in 2008 with the Ascend Hotel Collection), the value and therefore relevance of what a soft brand offers has heightened in recent years. Against a backdrop of snowballing operating costs, unpredictable demand patterns, and increased competition from within and outside of the traditional hotel sector, affiliating with a soft brand collection has its appeal. Owners can tap into a powerful hard brand distribution system without the strict constraints typically associated with franchises, and with slightly lower fees.
Minor Hotels revealed plans to launch its first soft brands last year. Fast forward 10 months and Colbert Collection has officially debuted with the opening of Porta Rossa Hotel Firenze in Italy. Later this year (Q4 2026), The WestDill Mayfair Hotel in London is expected to open followed by the Colbert Collection Koh Samui in Thailand (Q1 2027).Â
The collection’s emerging geographical footprint suggests Minor is targeting high-profile gateway and resort destinations – places that can command a premium and where distribution is critical for international reach. Scale is achievable for both owner and brand, especially when branding and distribution decisions are being made much earlier in the development cycle rather than as a post-opening operational consideration.
For owners and developers launching hotels today, it is worth factoring in how that property can be commercially scaled. Independent hotels can differentiate through design, F&B, and local storytelling, but what ultimately determines success is how that experience is distributed, accessed, and converted into demand.Â
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