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Climbing the chain: Hotel conversions signal a shift in strategy

Upgrades outpace downgrades as brands and owners align for smarter growth

Over the past 25 years, hotel conversions have consistently reflected broader industry shifts, with properties either upgrading to a higher chain scale or downgrading in response to market realities, brand standards and asset performance. While the balance between the two has fluctuated over time, recent years show a notable upward trend in upgrades, pointing to stronger brand strategies and owner confidence.

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