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Reflagging Rises in 2011

From The New York Times
Reflagging Rises in 2011
In September, a pedestrian walking on Central Park South in Manhattan might have noticed the name Jumeirah being stripped from the marquee of the Essex House, a luxury hotel. The property became a JW Marriott. Earlier, it was a Westin.

The Essex House is not alone changing its brand affiliation. As the recession has eased and hotel occupancy rates have improved, hotel owners have been increasingly changing their affiliations from one brand to a competitorís ó what is known in the industry as reflagging.

According to statistics from Smith Travel Research, a research firm in Henderson, Tenn., nearly 2,500 hotels were reflagged in 2011. While that represents just a 5 percent sliver of all hotel properties in the United States, it was still a 39 percent increase from 2010. Click here for the full story.


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