DESIGN
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INDEP
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AUTHENTICITY GUIDES A NEW GENERATION OF HOTELS THAT DID IT THEIR WAY .
Contributed by DEREK HERSCOVICI
For the traveler who wants to “ live like a local ,” a particularly potent form of destination travel is taking root at independent , locally driven hotels around the country . Guided by a love of their surroundings , these boutique accommodations are free to create immersive guest experiences .
Developing independent hotels affords the freedom for hoteliers and designers to fasttrack their visions for a one-of-a-kind stay — something that can be difficult with hard brands that have more guardrails .
For hotelier Hank Morris , co-creator of The Manchester in Lexington , Ky ., that meant the difference between an 18-month development process or a multi-year one .
“ Being a truly independent hotel with [ only ] local partners , we were able to move very quickly and make every key decision amongst a small group ,” said Morris “ While soft brands and franchises handle those functions and take this massive task away from hoteliers , the result in doing it yourself is far more authentic and creates a deeper connection with the guest . The result is a hotel that connects emotionally with everyone who walks in the door .”
That connection extends beyond guest experiences , too . Designing The Manchester was enough to convince the U . K . -raised Morris to move to Kentucky , enabling the international
70 hotelsmag . com Jul / Aug 2023