PERSPECTIVE
CHOOSING SIDES
INDEPENDENT VS. BRAND: WHO HAS THE ADVANTAGE?
By DANIEL HOSTETTLER, PRESIDENT & CEO, THE BOCA RATON
The independent-versus-branded debate in hospitality is one of those arguments where both sides are right, depending on what is being measured. Here’ s the breakdown as I see it.
SALES, MARKETING AND INFRASTRUCTURE( ADVANTAGE: BRANDS) Brands have marketing dollars, infrastructure and name recognition that independent hotels can’ t compete with. Independents can mitigate this by joining an association, such as Relais & Châteaux, Preferred Hotels, Select Registry or The Leading Hotels of the World, but even so, brands have an advantage that is hard to dispute.
SPEED, FLEXIBILITY AND INNOVATION( ADVANTAGE: INDEPENDENTS) Decision-making at branded properties can take months, sometimes years, for even something modest like an update to a CRM system. This“ innovation lag” is one of the most frustrating things about working at a branded hotel: if you propose an innovation, by the time it’ s put into play( if it ever is), you probably have moved on or retired!
Independents don’ t have that problem. If market conditions change, the response doesn’ t take months or years. We can swap out a restaurant concept, bring in a new artist for the lobby, rework our wellness program or respond to what’ s happening culturally in the moment, without asking permission from anyone beyond our walls. Here at The Boca Raton, we can test something today and, if it’ s not a success, reimagine it and try Version 2.0 tomorrow.
STORY AND TERROIR( ADVANTAGE: INDEPENDENTS) Terroir— the culinary concept that the soil can literally be tasted in the wine or in the produce— can be extended to the broader world of hospitality. Here, the independent advantage is substantial.
True distinction in hospitality is born of place, not policy. An independent hotel can express its surroundings without filter— the culture, history, architecture, cuisine and rhythm of its community— authentically and unscripted. Its story isn’ t retrofitted to brand standards or shaped to align with
a global template; it emerges organically from its setting and stewardship. That authenticity creates emotional resonance, and emotional resonance builds loyalty. Brands can offer consistency and scale, but they can’ t replicate the singular narrative, local texture and rooted sense of belonging that define an independent property.
LOYALTY PROGRAMS( ADVANTAGE: BRANDS) Branded hotels can offer an undisputed advantage to their guests: the benefits of a comprehensive, worldwide loyalty rewards program. This is a branded advantage that cuts through every demographic; even with our ultra-high-net-worth guests, we’ re not surprised to hear a CEO’ s assistant saying,“ And of course, make sure Mr. X gets his or her points when staying at your property.” Well, sorry. We can’ t.
But to get on my soapbox, the term“ loyalty program” needs particularly big quotes around it. Hotel travelers are typically members of three or four different loyalty programs, and the median share of spending for their preferred brand is only about 50 %, according to a McKinsey study.
44 hotelsmag. com May / June 2026