Mergers and acquisitions have reshaped the luxury hotel landscape over the past two years with AccorHotels and Marriott playing the role of the major dealmakers.
The consolidation has forced others in the sector to adapt. Skift's hospitality editor, Deanna Ting, spoke to a number of executives at the International Luxury Travel Market in Cannes in early December, many of whom believe that the best way to take on the bigger hotel companies is to stay small.
Of course, this is something they would say, but it does have an element of truth. The Marriott-Starwood merger created a portfolio of 30 brands, seven of which are described as luxury. How easy is it to differentiate between a St. Regis and a Ritz-Carlton?
As Neil Jacobs, CEO of Six Senses, said: "People want individuality and it's an era for small brands with a little scale and consistency."