The report combines qualitative and quantitative methods to explore what to consider as a hotel when choosing a hotel affiliation chain in a European context. The market for luxury hotels is growing and the analysis indicates that the main value drivers for luxury hotels are quality, service and brand affiliation. This makes it highly relevant for individual hotels to enter hotel affiliation chains. The report looks into the Norwegian affiliation chain: De Historiske Hotel og Spisesteder, and the international ones: Leading Hotels of the World and Relais & Châteaux.