So far there are at least two things the experts haven gotten wrong when it comes to Marriott International and its CEO Arne Sorenson. The second miss turns out to be all the speculation that after the Starwood merger Sorenson would begin paring down his 30 brands. One area where many were certain there would be consolidation was with the three so-called soft brands, Luxury Collection and Tribute Portfolio (both acquired from Starwood) or Autograph Collection, Marriott's homegrown entry. Why not at least get its three soft brands down to two? Instead, the three soft brands are here to stay, as are all the brands Sorenson told Forbes.com.

Source: Forbes June 06, 2017 02:37 UTC