Adamson, AllenDev, Chekitan2020-09-122020-09-122016-10-0111391502https://hdl.handle.net/1813/71495[Excerpt] The Exponential Growth in Both Hospitality Brands and the Millennial Audience Requires an Exponential Shift in Brand Portfolio Strategy The past decade has seen exponential growth in hospitality brands making for an often confounding proliferation of options for travelers. According to Smith Travel Research, from hard to soft, boutique to lifestyle, consumers are looking at a choice of almost 1,000 hotel brands globally [1].en-USRequired Publisher Statement: © Boston University. Reprinted with permission. All rights reserved.hotel brandingportfolio strategyrebrandinghotel mergershospitality industrymillennialsbrand architecturearticle