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The hotel industry has no shortage of brands, and while the segments at either end of the spectrum are top of mind for investors and guests, the midscale segment is looking to take its next big leap.
The survival of mainstream midscale brands depends on fine-tuning brand relevancy to the new guest, said David Anderson, divisional president for Europe, Middle East and Africa at Aimbridge Hospitality EMEA during Alvarez & Marsal’s European Hospitality Investment Conference.
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