Final answer:
Quasi chains and soft brands refer to independent hotels that maintain their unique identity while affiliating with larger hotel chains to access shared services like reservation systems and marketing, which allows them to reach a wider customer base without losing their individual character.
Step-by-step explanation:
Quasi chains and soft brands are terms used in the hospitality industry to describe a certain kind of affiliation between independent hotels and larger hotel chains. Unlike traditional franchises, quasi chains or soft brands allow hotels to retain their unique identity and independence while still benefiting from the association with a larger, well-known brand. This relationship can include shared reservation systems, loyalty programs, and marketing efforts, providing the smaller entities access to a broader customer base and standard services while maintaining their distinctive character and individual management.
Soft brands are particularly beneficial for boutique hotels that aim to offer unique experiences and personalized services that differ from the standardized offerings of major hotel chains. By joining a soft brand, these boutique hotels can leverage the reputation and resources of a larger brand to compete in the market more effectively. This trend has been growing as travelers seek out authentic and localized experiences when they travel.