The supply of soft brands is expected to grow as the industry has continued to see new soft brand launches by major hotel companies. But because the number of properties branded as soft brands is still relatively low, previous studies have not specifically isolated them in order to determine their possible benefits. This research attempts to fill this gap by hypothesizing and testing the potential impact of such soft brands on hotel performance with the first decade of available data in the U.S. market. Both our inter-temporal, within-property analysis and our cross-sectional, between-properties analysis showed promising performance enhancement for hotels that adopted a soft branding strategy between 2008 and 2018.