LET’S SUPPORT THE INDEPENDENT HOTELS

You would think in this modern era that independent hotels would be booming, as people look for more distinctive and unique experiences.  Unfortunately, this is not the case, as many independent hotels are either joining the big chains or shutting their doors. One of the biggest reasons independent hotels are disappearing is that they’re getting acquired by the larger hotel companies or joining them as ‘affiliates’ to tap into their marketing power.

Let’s start by defining the difference between a chain hotel and an independent hotel.  A chain (or branded hotel) is a hotel that is part of a group or collection of hotels, operated by the same owner or company. An independent hotel is privately owned, operated and typically has a ‘one off’ name.

In theory, business travellers are likely to find branded hotels appealing, as they search for the comfort of knowing that their environment ticks all the necessary boxes suitable for working.  For some, it’s vitally important to have a business centre, high speed internet, loyalty programme, and the same standard product / facilities across multiple locations.

Leisure travellers, however, seem to have become increasingly fed up with the uniformity served by chain hotels.  Often a chain hotel does not reflect the local life and destination and that is why more people are choosing individual properties over the well-known brands. Interestingly, it’s evident these properties have made a big dent in the hospitality industry and consequently chain hotels are increasingly implementing soft brands to try to duplicate these independent hotels.

Let’s try and support the independent hotels for the following core reasons:

Local Life

Independent hotels often prove successful when they are in keeping with and tailored to their location.  Most travellers love to immerse themselves into the local life, culture and destination.  Unlike many chain hotels that are standard in style and really could be anywhere.  Surely it should be more appealing to experience local décor, local products and local ambience?  Take the example of our trusted client The Old Phuket in Thailand.  This hotel is family owned and really feels Thai, as it incorporates the look and feel of old town Phuket, with its Chinese Portuguese style.  When you wake up each morning, you actually feel like you are in Thailand, unlike so many chain hotels that offer standardised décor. Apsara Beachfront Resort & Villa in Khao Lak, Thailand grow their own plants and vegetables for local consumption.  Can you imagine one of the big boys ‘wasting’ time and effort to do the same?

Personalise

Independent hotels can freely focus on their guests’ experience to give a more personalized service. Surely, originality in service should win over uniformity? A great example is our wonderful beachfront resort in Legian, Bali.  Bali Mandira Beach Resort & Spa’s general manager, Mr Ray Clark, regularly greets clients, knows his customers by their first name, helps with luggage and even helps out on the egg station each morning!  Can you see this happening at a branded resort?

Attention To Detail 

Independent hotels have the advantage that they can be individual, as there are no strict brand guidelines to adhere to. In theory, each guest room can be different and if an additional light, flowerpot or picture is added, then no one needs to ask for permission.

Flexibility

Independent hotels are free from restrictive corporate regulations. Such freedom means they can trial new creative ideas, take calculated risks and make changes quicker than chain hotels, who often need head office approval.  Independent hotels have greater scope for creativity and identity, instead of adhering to standardized brand guidelines that lack relevance in the local market. Also, an independent hotel’s budget is targeted towards making an impact on one hotel, as there isn’t a ‘big brother’ to feed and satisfy.  In short, branded chain hotels have no flexibility over strategy, no input into marketing, very little flexibility in pricing and no control over their website.

Prevent The Monopoly

By supporting independent hotels, we can try to help the smaller businesses to flourish and survive.  Can you imagine how boring it would be if we only had a few large corporations dominating the hospitality industry?  This would no doubt lead to price increases, a lack of unique / friendly properties and money leaving the local community.

 

It’s clear that today’s millennials are seeking more authentic experiences, as they want to be part of culture, want to be active and have a desire to explore what they see on social media.  Based on this theory, the typical 20 something traveller is likely to prioritise their overnight stay choice based on following selection order. (1) Location (2) Product (3) Service (4) Experience (5) Brand.

Going forward, let’s try and book with the independents and help save ourselves from the same old types of accommodation that are starting to dominate the hospitality industry.

 

Written by Jonathan Wilkins from Select Representation who are sales and marketing experts for the travel industry (30Mar20). Working closely with a wide variety of independently owned hotels & resorts.