How independent hotels can stand out through thoughtful design
By Aaryan Patel and Jin Laxmidas
Independent hoteliers continue to shape the character and diversity of America’s lodging industry. While branded hotels rely on uniformity to reinforce identity and recognition, independent properties have the freedom – and the opportunity – to distinguish themselves through design, creativity, and authentic connection to their surroundings. In today’s competitive hospitality landscape, good design is more than aesthetics; it is a strategic advantage that enhances guest experience, strengthens market position, and builds long-term brand loyalty.
The Price of Uniformity
Chain hotels prioritize consistency across their portfolio. This predictability ensures that guests know what to expect no matter the location, but it also results in significant design limitations that prevent properties from expressing individuality or reflecting the local environment. Standardization manifests in nearly every physical and experiential element:
- Identical furniture packages
- Repetitive guestroom layouts
- The same linens and amenities
- Standardized wall art and decorative elements
- Cloned breakfast setups
- Lobbies that look the same in every city, state, and region
This formulaic approach may create brand continuity, but it often erases the sense of place that modern travelers increasingly seek. For independent hoteliers, this is where the greatest opportunity exists.
Creativity Without Constraints
Independent hotels are unrestricted by corporate design standards. This allows them to take full advantage of their location, culture, climate, and personality to create spaces that resonate emotionally with guests. Good design provides a clear competitive edge.
1. Landscaping Inspired by Local Ecology
Local plant life can anchor a property to its environment. Design begins outdoors, and guests notice authenticity immediately.
- Desert properties in Palm Springs or Arizona can highlight cacti, agave, and red rock hardscaping.
- Tropical or coastal hotels can incorporate palms, flowering shrubs, and breezy outdoor walkways.
- Mountain and forest-region properties can embrace pine, birch, and natural stone.
2. Using Geography as a Design Compass
The property’s surroundings should guide architectural choices. Good design is rooted in honoring the local landscape.
- Cold-climate hotels can build warm, welcoming spaces with wood-burning fireplaces, outdoor fire pits, and winter-ready patios designed for s’mores and gatherings.
- Waterfront hotels can orient rooms toward lakes, rivers, or ocean views to maximize natural scenery.
- Valley or mountain-top hotels can frame panoramic views through window placement and outdoor seating zones.
3. Localized Interiors That Tell a Story
Independent operators can design rooms and public spaces that truly feel unique. These design touches build character – and loyalty.
- Breakfast areas can include regional dishes and locally inspired furniture and décor created by nearby artisans.
- Indoor or outdoor water features create memorable sensory experiences.
- Guestroom furnishings do not need to follow a single template – each floor can have its own color theme, fabrics, and textures.
- Special themed rooms, such as a honeymoon suite or family suite, allow for targeted marketing and premium pricing.
4. Practical Design Aligned With Purpose
Smart design also enhances functionality. Functionality and creativity can – and should – coexist.
- A beach hotel may install tile flooring in all corridors and common areas for easy cleanup.
- Ski-town hotels may incorporate heated entry mats, gear-storage areas, and durable flooring.
- Exterior paint colors can reflect local terrain or climate for a cohesive look.
- Murals and “selfie walls” encourage guest interaction, social media sharing, and organic marketing.
Extraordinary Possibilities With New Construction
New builds give independent owners the rare opportunity to design without inherited constraints. This enables them to craft spaces that resonate with modern travelers and expand revenue potential. Design becomes a business strategy, not an afterthought. Hotel owners can incorporate:
- Large communal gathering areas
- Outdoor patios and terraces
- Co-working lounges
- Coffee shops with public access
- Flexible meeting or event spaces
Design for the property’s unique market. Independent hotels near convention centers, hospitals, or urban hubs can tailor design to their demand segments. Thoughtful design that addresses real guest needs becomes a long-term competitive advantage.
- Street-level bars or restaurants can attract local foot traffic and increase revenue.
- Hotels near major medical centers can incorporate accessibility-focused layouts with ramps, grab bars, and patient-friendly amenities for extended stays.
- Urban hotels can prioritize security, lighting, and social spaces that appeal to weekend travelers and business guests alike.
Good Design Matters More Than Ever
Travelers today are seeking memorable experiences, authentic environments, and a sense of place. They want hotels that feel distinct – not interchangeable. Independent hoteliers are uniquely positioned to deliver this because they can design with freedom, intention, and creativity.
Good design elevates guest satisfaction, strengthens community connections, and supports higher revenue opportunities by introducing personality into every corner of the property. While branded hotels may rely on uniformity, independent hotels thrive when they embrace the beauty of difference.
Design will continue to shape guest expectations and competitive positioning in the hospitality industry. Independent hoteliers who invest thoughtfully in design – inside and out – will stand out not only for their creativity but for their ability to deliver authentic, experience-driven stays that travelers remember.
In a landscape filled with standardized options, individuality becomes a strategic asset. Independent hoteliers have an outsized opportunity to lead with design that celebrates their location, community, and identity. Done well, good design doesn’t just differentiate a hotel – it defines it.
AAHOA Independent Hotelier Committee Members Aaryan Patel and Jin Laxmidas share a commitment to help hoteliers become – and stay – independent.
Image: Unwind/stock.adobe.com
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