The Indie Hotel Takeover Isn’t Coming — It’s Already Here

5 Jun

You don’t need a big brand to fill a hotel anymore.

That’s not just a headline — it’s a direct quote from Barry Sternlicht, the visionary behind Starwood Hotels, who made it clear where the industry is headed at this year’s NYU International Hospitality Investment Forum.

“You don’t need a big brand to fill a hotel anymore.” — Barry Sternlicht, NYU Hospitality Investment Forum, June 2025

Sternlicht’s comment wasn’t just a casual observation. It was a warning shot aimed at the heart of legacy hospitality. Independent hotels — armed with strong branding, smarter tech, and unapologetic character — are not just trending. They’re winning.

As Louis-Hippolyte Bouchayer put it on LinkedIn:

“That quirky boutique hotel with 12 rooms and a neon sign saying ‘Namaste in Bed’ is eating your lunch.”

And he’s right. From Instagrammable (or TikTokable) moments to narrative-rich guest experiences, indie hotels are capturing hearts — and bookings — without the crutch of brand loyalty programs.

The Hotel Wars Are Heating Up

The major players are reacting, but their responses feel increasingly desperate.

But while they scramble to manufacture cool, indie brands are living it. And let’s be real, there is no way to bring authenticity to a boutique hotel when a big brand owns it.

These properties don’t need layers of approval or brand guidelines to feel alive — they operate with a clarity of vision and identity that massive portfolios simply can’t replicate.

Guests are responding with their wallets. They’re not chasing loyalty points anymore — they’re chasing stories.

The Rise of Hotels With a Point of View

This isn’t just about boutique aesthetic or cheeky neon signs. It’s about a deeper shift in how travelers value experience.

“Travelers want stories, not slogans. Personalities, not portfolios.” — Louis-Hippolyte Bouchayer

And the numbers back it up. According to industry data, boutique and lifestyle hotel segments are outpacing traditional brands in RevPAR (revenue per available room) and guest satisfaction metrics. What’s driving this? Identity. Emotion. A clear reason to choose one stay over another.

As Barry Sternlicht noted, the evolution mirrors what’s happening across consumer sectors — think beauty, fashion, even fitness. The disruptors aren’t playing the scale game. They’re building tribes.

Indie Hotels, Big Picture Impact

The impact of indie hotels goes beyond the four walls of their lobby. In neighborhoods facing the slow creep of gentrification or in towns trying to breathe life back into their high streets, these small, soulful properties often become anchors — not just for travelers, but for the local economy.

It’s a delicate balance. Revitalization can too easily slip into erasure when large chains move in, pushing out the very small businesses and creative communities that made the place attractive to begin with. We’ve seen it in Venice, California. We’re watching it unfold on high streets in the UK.

This is why independent, locally rooted hotels — when done right — matter. They reflect the character of the community, they often work with local suppliers and artisans, and they offer a slower, more thoughtful way to travel and to invest.

The Industry Isn’t Just Evolving — It’s Morphing

At the same NYU summit, Noble Investment Group’s CEO Mit Shah pointed to another shift: the convergence of hospitality and housing.

“Extended stay is now truly an apartment alternative, for stays from thirty days to a year.” — Mit Shah, NYU IHF, June 2025

For many, housing has become inaccessible — and hotels, ironically, are becoming part of the solution. Midscale extended stay properties are increasingly filling the gap for those in transition, remote workers, and displaced residents.

As cities grapple with affordability and identity, hospitality has a unique chance to adapt — and to lead. Especially when the focus is on function and humanity.

This Is the Era of Thoughtful Hospitality

Independent hotels aren’t trying to be everything to everyone. That’s their strength. They’re focused. Personal. Built on a clear sense of place, not a cookie-cutter checklist.

At Lucky Find, we spend a lot of time working with independent hotels, and what we’ve found is this: the ones that thrive aren’t the flashiest. They’re the ones that know exactly who they are, and who they’re for.

They care about: