The midscale segment is undergoing a transformation on the other side of the Atlantic. New concepts are appearing like Aloft, NYLO. Historic brands are undergoing a metamorphosis– Holiday Inn, Courtyard, Best Western and others are being regenerated. Increasingly serious competition from “limited service” 3*s, favored by both developers and clientele, oblige “full service” hotels to reinvent themselves. This explains the intense dynamism of a segment that has not yet reached-far from it-the limits of its development.
What is true around the world is even more evident in the United States: midscale hotels without full F&B outlets (1) are all the rage among developers. But this success did not happen yesterday - it has been a decade at least and seems to be here for a while. According to Lodging Econometrics, 37...
United Kingdom
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