Hotel collections and conversion brands

Hosted by Eloise Hanson, editor, IHM

As hoteliers plan to protect and sustain business, we explore the options of joining a collection, converting to a brand affiliation, and operating an independent property.


You will learn:

• How hotel collections are supporting their members during the crisis

• The commercial breakdown of belonging to a collection – how to measure ROI and is it really worth it?

• The process of converting to a soft brand

• Renovations cost and fee structures

• The outlook for the future


Trailblazers joining the discussion will be:

Philipp Weghmann, EVP Europe, Preferred Hotels & Resorts

Rebecca Masri, founder, Little Emperors

Richard Kessler, chairman and CEO, The Kessler Collection

Tina O’Hara, group director of sales, Cairn Hotel Group

John Green, founder and MD, JG Collection

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