Three new brands debuted at The Lodging Conference this year. Marriott announced the alternative lodging brand, Outdoor Collection by Marriott Bonvoy. Hilton unveiled the Outset Collection by Hilton, a lifestyle soft brand in the upper-midscale and upscale categories. Finally, Wyndham launched an economy lifestyle extension to the Dazzler soft band called Dazzler Select.
Hotel chains grow via new brands and conversions, while hotel operators continue to face margin pressures
What CoStar’s analytics team heard from industry experts at The Lodging Conference
By Chantal Wu
CoStar AnalyticsOctober 20, 2025 | 2:10 P.M.
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