Global international hotel chains versus local independent hotels, what do they have in common? Costs and benefits of a chain affiliation versus staying independent.

What are the best practices of the brands to keep the local identity sustainable raising awareness through international brands? Internet distribution and marketing have dramatically leveled the playing field over the past 10 years. Customer loyalty is not what it used to be and consumer preferences are certainly evolving.

One of the largest hotel chains worldwide and one of the local leading family companies will discuss about opportunities and limitations of the Italian individualism.