The roughly 200 brands across the big hotel groups make more sense as an answer to a quarterly growth metric than to anything travelers asked for.
Net unit growth refers to the increase in the number of hotel properties or rooms operated by a brand, often driven by corporate metrics.
Net unit growth can result in a proliferation of hotel brands that may not align with traveler preferences, prioritizing corporate growth over customer needs.
Hotel brands focus on growth metrics to satisfy shareholder expectations and compete effectively in the market, sometimes at the expense of quality.
Not all hotel brands are responding to customer demands; many prioritize growth and expansion over tailoring offerings to traveler preferences.