Boutique Hotels Push Back on Major Chain Brand Conversion Tactics
Photo Credit: The boutique hotel sector is pushing back on the idea that independent hoteliers will flock en masse to brand affiliation due to coronavirus. Wikimedia / Adam Jones
Skift Take
Travelers may crave familiarity during the coronavirus recovery, but boutique hoteliers say familiarity can be achieved without making your property feel generic and sterile.
The world’s largest hotel companies expect independent hoteliers to flock to flag affiliations and their accompanying global reach during the coronavirus recovery to rebuild business. Don’t hold your breath, says an organization representing boutique hotels.
The Boutique Lifestyle Leaders Association and partner organization StayBoutique launched this week the #BoutiqueStrong campaign and council to provide boutique hotels and businesses with resources to rebuild and succeed during the coronavirus economic recovery.
The move comes weeks after leaders of multinational companies like Marriott, Hilton, and Hyatt each indicated on first quarter earnings calls they expected properties converting to one of their many brands to fuel growth in the first few years of rebound from the pandemic. Travelers will initially value safety with a brand they recognize above all else, the big brand ideology goes.
But boutique hotels can just as easily provide heightened cleaning and safety st
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