Are Hotel Brands Worth It Anymore?

More than 1,200 hotel franchise agreements are set to expire by 2030, and some owners are deciding it's time to leave the big brands behind. Sarah Kopit and Seth Borko explore why independent hotels are becoming a more realistic option, how technology is changing the franchise equation, and why new Skift Research suggests consumers—and AI—may no longer see meaningful differences between many hotel brands. 00:00 1200 Expiring Flags 02:16 Why Go Independent 02:34 Series Origins Minnesota 04:46 Meet Pritesh Patel 06:36 Do Brands Drive Demand 09:40 Gary Patel and Airbnb 13:32 Territories and Soft Brands 16:54 Perfect Storm Renewals 19:42 Financing Without a Flag 22:25 Bankers See It Coming 22:54 Reporting Heartland Hoteliers 24:24 Financing Surprise and Data 25:47 Franchise Model Under Strain 28:57 Fees Soft Brands and Flex 30:48 Skift Decision Brief Launch 33:00 Too Many Brands Problem 35:46 Decision Pathways for Brands 38:08 Winners and Losers Segment 40:19 Freddy Quits X Finale