Special RepoRt : Independents
Northwood Hospitality ’ s Revere in Boston , formerly a Radisson brand hotel , features a whimsical rooftop .
Globally independent The global stronghold for independents has been Europe because of the history and culture of the hospitality industry there . In Paris , Bruno Chiaruttini , general manager , L ’ Hotel du Collectionneur Arc de Triomphe ( formerly a Hilton ), points out , “ All the luxury hotel chains like Four Seasons , Mandarin and Ritz-Carlton were born in North America and Asia , while the networks of independents like Worldhotels , Relais & Chateaux and Design Hotels emerged from Europe .”
While Europe may have a stronger tradition of independent hotels than Asia or North America , that may be changing . The V-Continent Beijing Parkview Wuzhou Hotel in China opened as and remained an InterContinental hotel for 10 years before it went independent last year and became a member of Summit Hotels & Resorts , one of the Preferred networks . “ We saw a huge trend among local hotels , which recognized it was time to start a new era of independent development and innovation ,” says V-Continent General Manager Cui Fushui .
At a time when authenticity is a huge buzzword in the hotel business , independents can frequently lay claim to that appeal . “ Design Hotels properties are driven by owners , who understand they are selling something that goes far beyond their own four walls ,” says CEO Claus Sendlinger . “ They ’ re selling an emotional connection to a neighborhood , to a destination — often to an entire city — since the traveler ’ s take on that city is focused through the prism of their hotel .”
Adds Adrian Bridge , CEO of The Yeatman Hotel in Porto , Portugal , Google Earth might be his most powerful tool as it shows his location among the famed wine lodges of Porto .
Marketing — nimbly Diversity and diffusion define the
KEy points
• Mega-branders like Marriott International , Choice Hotels International and Carlson have created “ collections ” of independents and emphasize design to compete with non-branded competitors .
• Independents have gone the brand route by creating more powerful loyalty programs and qualityassurance standards .
• Review sites like TripAdvisor now arguably play as much of a role in consumer decisions as a brand promise or loyalty program — one of the factors many see leveling the playing field between brands and independents .
24 HOTELS May 2014 www . hotelsmag . com