For those of us who follow all of this, the 30 brand identities is not such a big issue IMO.

For the general public, though, I'd think it will be a bit confusing. That being said, with every major hotel company having so many different brands nowadays, perhaps it's not quite the big deal competitively that we might otherwise expect. If every major chain has tons of brands, then it isn't such a competitive disadvantage, after all. Hilton has 11, IHG has 11, and Accor has 15--and soon to be 18 after its purchase of FHRI with Fairmont, Raffles, and Swissotels.