Independent hotel and resort collections have actually been growing bigger in the hotel and resort industry for about a decade or two, however they’re growing a lot more crucial to the market now.Just this

year, we’ve seen a couple of signs of independent hotel and resort collections growing in size. Preferred Hotels & Resorts included thirteen new properties to its lineup, while Hyatt’s Destination by Hyatt independent hotel brand name announced its expansion into Asia this year. Leading Hotels of the World has also announced the opening of around 20 hotels in 2022, adding an extra nine in January and February alone.ADVERTISING What is

driving this

push in tourists selecting independent hotels over large brands?Most likely,

tourists have actually encountered a minimum of one independent hotel or resort collection in their lifetime. From Curio Collection by Hilton to Marriott’s Autograph Collection, big hotel corporations have actually been instrumental in growing the independent hotel trend and are generally the most identifiable of these collections. Though others, like Preferred Hotels & Resorts, have over 50 years of experience in the independent hotel and resort sector. Others still, like Manager Hotel & Resort Collection, began just 2 years back, capitalizing on the growth in desire for unique hotels.Cheryl Williams, Chief Income Officer for Preferred Hotels & Resorts; Jennifer Connell, Vice President & Global Brand Leader for Marriott’s Homage Portfolio and theAutograph Collection; and Jennifer Barnwell, President of Manager Hotel & Resort Collection weigh in on what makes independent hotel and resort collections so popular and what makes their collections unique.Cheryl Williams discusses why some tourists choose independent hotels.”More than ever, today’s traveler wants experiences that go far beyond what they already understand, looking for chances to find out about brand-new cultures, broaden

their viewpoints, and witness something that Instagram images could never ever do justice to.””They want genuine, tailored, and distinctive lodging experiences, which is precisely what independent hotels are inherently developed to offer thanks to the truth that they have liberty to have more fun and express their personalities through their unique style, design, and approach to providing exceptional service and luring visitor facilities,”she added.Preferred Hotels & Resorts is the world’s largest independent hotel collection, with over 650 hotels throughout eighty nations. It concentrates on high-end hotels providing distinct character, history and a connection to a destination’s culture.”I have had the satisfaction of dealing with Preferred Hotels & Resorts as a member hotelier in various functions throughout my career and have actually always seen Preferred as a trusted and valuable partner,”stated Williams. “Preferred Hotels & Resorts is a thoughtful brand with a strong culture that truly cares about the communities in which it does

company. It’s interesting to be a part of an effective organization with a great vision for worldwide growth.” The LAYLOW, Autograph Collection in Waikiki(photo thanks to Travel Impressions)Marriott’s Autograph Collection and Tribute Portfolio came later on, but offer the advantages of Marriott Bonvoy, Marriott International’s award-winning travel and commitment program. The Autograph Collection launched in 2010 and today uses over 250 hotels worldwide. The Homage Portfolio launched in 2015 and today uses 65 hotels, with nearly 100 in development.Jennifer Connell explains what makes the two independent hotel

collections various:”Travelers may select an independent hotel experience such as those used by Autograph Collection Hotels and Tribute Portfolio due to the fact that of their special point of views on design, craft, and hospitality … Hand-selected for their intrinsic craft and unique perspectives on style and hospitality, Autograph Collection hotels use enhancing experiences that leave an enduring imprint.”

“Homage Portfolio has actually struck a chord with those who seek out unique perspectives and crave a connection with the community when taking a trip … Each hotel uses vibrant social areas that cultivate a sense of community,”Connell continued.”While every Homage Portfolio hotel has its own distinct personality and viewpoint, each objectives to produce a psychological connection with its visitors– one that evokes an indie spirit and reflects our understanding of the significance of human connection among today’s travelers.”Curator Hotel & Resort Collection started in 2020 and offers a collection of 85 unique hotels, from historic giants like Mackinac Island’s Grand Hotel to Washington, D.C.’s futuristic Hotel Zena.The collection’s origins began when Pebblebrook Hotel Group acquired LaSalle Hotel Characteristic in 2018 and grew to include the properties under Davidson Hospitality Group, Noble House Hotels & Resorts, Provenance, Sage Hospitality Group, Springboard Hospitality and Viceroy Hotels & Resorts, getting the name Curator Hotel & Resort Collection in 2020. Grand Hotel on Mackinac Island(image through Collette)Jennifer Barnwell, the president, explains the collection’s creation:” As a collection of unique independent lifestyle hotels, resorts and small brands, Manager Hotel & Resort Collection assists the

independents shine by using ingenious services and over 80 favored supplier contracts to our members.””These resources have actually provided Curator members substantial annual expense cost savings and the opportunity to integrate new products, services, and innovation– whether a new booking procedure or alternate workflow system. In addition, these resources allow our members to provide remarkable visitor experiences

special to their home. Our choice procedure also makes us special from traditional groups, as we have an inclusive selection process that does not need comprehensive lists or brand name requirements.”A report by Preferred Hotels & Resorts and PHG Consulting evaluated information from STR and HVS, finding that throughout the COVID-19 pandemic, independent hotels exceeded conventional brand names in crucial performance metrics, consisting of RevPAR, ADR and occupancy in March through October 2020, when the pandemic limitations were at a high.According to the analysis, tough brands and franchises held occupancy rates of 29.57 and 25.90 percent, respectively. Independent hotels saw tenancy rates of 35.60 percent. If the trend continues, that implies that independent hotel collections will see a recovery much faster than bigger hotel brands.As larger hotel corporations and smaller hotel groups continue growing independent hotel collections, will they one day end up being the dominant form of hotels in the United States and the larger world? Possibly, possibly not

. However what’s clear is that for now, the pandemic’s pattern on travelers desiring more experiential holidays effects where they choose to remain. Source