A wave of hotel owners are walking away from major brand flags as expiring franchise agreements expose just how little they were getting for the price, Accor and H World link loyalty programs to open up 430 million members to each other, and Best Western's parent company has a plan to finally stop shrinking.

On today's Skift Daily Briefing, Sarah Dandashy breaks down why hotel owners are increasingly deciding the brand premium isn't worth it anymore, how Accor and H World are betting on customer access over building more hotels to crack China and Europe, and why BWH Hotels thinks its cooperative model is the right pitch at exactly the right moment.

Articles Referenced: Honorable Mention: @AskAConcierge on IG
Going It Alone: Why Hotel Owners Are Dropping the Big Brands
Accor and H World Link Loyalty Programs to Swap Chinese and European Travelers
Best Western Has Been Shrinking. BWH Hotels' Fix Is to Shift Upscale and Overseas.

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