Emerging Boutique Hotel Brand Casetta Tests Next-Gen Storytelling
Photo Caption: Inside one of the rooms at the boutique hotel Casa Cody in Palm Springs, California. Photo by Josh Cho Photography. Source: Casetta.
Skift Take
Casetta is winning acclaim as a boutique hotel brand that renovates and runs old hotels and lodges with stories to tell. But will its "barely there branding" pay off for its investors?
When guests drive up to Marina Riviera, a boutique hotel in Big Bear, California that opened in the autumn of 2022, they won’t see a big sign for Casetta, the parent company that founded the hotel portfolio in 2019. Nor will they see its Casetta floral logo splashed on every corner of the lobby (look closely on the bath products and robes, though, and you’ll find it).
Unlike some other boutique hotel groups, whether that’s Roseate or Pillows, that want to make their brand known immediately, Casetta, which focuses on adaptive reuse projects, takes a deliberately lighter touch.
"That’s what sets us apart," said Carolyn Schneider, co-founder of Casetta. "We of course want our guests to love all our hotels, but we don’t want them to have the same feeling like they're going to a Starbucks every time.”
Schneider instead is hoping that guests appreciate each of their propert
