How independent hotels can outperform big brands

Smart strategies to compete on experience, technology, and revenue without a corporate playbook

Independent hotels often operate with fewer resources compared to big hotel chains, which have large budgets, loyal guests, and dedicated teams. But instead of trying to compete on the same playing field, independents can succeed by leveraging their unique strengths—like personalization, local charm, and smart strategy.

Key takeaways

• Play to your strengths: Focus on personalized service and authentic local experiences. Use guest data to customize stays and collaborate with local businesses for unique offerings.
• Smarter revenue management: Use dynamic pricing tools and real-time data to make informed pricing decisions. Encourage direct bookings through perks and user-friendly websites to reduce OTA commissions.
• Market smarter, not harder: Leverage social proof, user-generated content, SEO, and targeted digital ads. High-impact, low-cost strategies can be more effective than broad campaigns.
• Invest in technology: Use cloud-based systems like PMS tools to automate tasks, enhance the guest experience, and increase revenue. Contactless check-in and upselling tools add value with minimal effort.
• Build loyalty personally: Create simple, direct loyalty programs without points. Engage with guests via email and social media to encourage repeat bookings and foster long-term relationships.

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