Several major hotel franchises, including Hyatt Hotels Corporation and Marriott International, have responded to market changes by launching luxury lifestyle brands. Chekitan Dev, a marketing and branding expert at Cornell University, noted that the new brands allow franchises to set themselves apart from other boutique hotels. "Many of the most lucrative markets are saturated with traditional brands, so the next natural phase in these markets is for boutique hotels to steal share," Dev said.

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