Franchising in luxury: Where brand identity meets scalability

Session details:

Franchising has long been a growth engine for mainstream hospitality, but can this model coexist with the exclusivity and craftsmanship that define luxury brands? This session explores the delicate balance between brand integrity and global expansion. Industry leaders will debate whether franchising is a strategic necessity or a potential threat to the essence of luxury—and what innovative approaches can make it work without losing the brand's soul.