As traveler expectations continue to rise and pressure on hotel performance intensifies, the value of independence is even more evident. Around the world, independent hotels are demonstrating remarkable agility, cultural relevance and long‐term resilience. And in 2026, the power of being independent has never been stronger. TRAVELERS CHOOSE INDEPENDENT EXPERIENCES Across every major market, high‐end travelers are signaling a decisive shift in what they value. They want hotels that feel personal, unexpected and deeply connected to
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their surroundings. Consider Preferred Hotels & Resorts’ first‐ever Luxury Travel Report, created in partnership with The Harris Poll, which underscores this movement:
• Nearly 70 % of luxury travelers believe modern luxury hotels have become“ beige”— standardized to the point of losing their identity
• Over 90 % say the best journeys feel effortless yet expertly curated
• 89 % want hotels that reflect local charm and cultural authenticity
• 82 % say loyalty programs are essential to ensuring quality, and nearly two‐thirds say a great past stay is the single biggest driver of repeat bookings
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Independent hotels are uniquely positioned to deliver on these expectations. Properties like the Post Ranch Inn in California, The Mark in New York City, The Thief in Norway or The Alpina Gstaad in Switzerland show how individuality, design and a strong sense of place can create the“ legacy moments” travelers now consider the new luxury currency.
We also see a growing appetite for discovery. Luxury travelers are increasingly seeking emerging destinations— smaller cultural cities, up‐and‐coming resort areas and remote natural landscapes where unspoiled environments still exist. This trend has been especially powerful for hotels rooted in
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nature, culture and community, including many within the Beyond Green portfolio.
This desire for discovery is matched by an equally strong desire for trust and consistency, which is where loyalty programs play an increasingly important role. With more than six million members enrolled in I Prefer Hotel Rewards, Preferred Travel Group’ s global loyalty program, we see firsthand how loyalty, personalization and curated experiences drive repeat business for independent properties.
INDEPENDENCE DOESN’ T MEAN DOING IT ALONE Many of the most successful independent hotels today pair their individuality with the right
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46 hotelsmag. com Mar / Apr 2026 |