When travelers book a hotel, independent properties face some pretty intimidating competition. National brands have bigger advertising budgets, massive loyalty programs and names people already recognize. However, bigger doesn’t always mean better. Independent hotels have something large brands struggle to recreate: personality. According to ReAnIn, 60% of travelers plan to choose boutique stays in the future, creating a strong opportunity for independent hotels that establish and own a distinct brand identity. By giving travelers a reason to remember a property before they book, the right hotel and resort public relations strategy can help independent hotels stand apart from larger brands.

So, how can independent hotels make some noise without trying to outspend the big guys?

Sell the Story, Not Just the Room

Travelers can find comfortable beds, pools and continental breakfasts almost anywhere. The basics aren’t what get you bookings. What they can’t find everywhere is your story.

Maybe your hotel occupies a restored historic building. Perhaps your resort is family-owned, works with local artists or sits near an attraction most visitors don’t know about. Those details make a property interesting to journalists and travelers.

Instead of simply promoting rooms and amenities, tell the stories behind the property. A strong narrative can give travel writers a reason to cover an independent hotel rather than another national chain opening.

Make Local Connections Part of the Experience

Independent hotels are often closer to their communities than national brands, and that’s worth something.

Partnering with local businesses or tour operators can create experiences travelers won’t find somewhere else. It also opens the door to stories about the destination itself.

A hotel that introduces guests to a neighborhood’s food, history or culture becomes more than a place to sleep. It becomes part of the trip.

Put Real People Front and Center

People connect with people.

Hotel owners or longtime employees can all become valuable sources for stories about travel trends and the local community. Instead of waiting for a journalist to write specifically about your property, look for opportunities to contribute useful knowledge to stories already being covered.

That approach builds recognition over time and can put a smaller hotel on the same page as much larger competitors.

You Don’t Have to Be the Biggest

Independent hotels probably aren’t going to beat national brands at their own game. Fortunately, you don’t need to. Just be yourself and let your personality shine. Your advantage is being distinctive, local and personal.

With consistent storytelling and a thoughtful hotel and resort public relations strategy, independent properties can earn attention and give travelers something a national brand can’t easily duplicate. Ready to stand out from the big brands? Our team can help. Let’s turn what makes your property unique into stories travelers remember. Contact us online or call 865-977-1973 to get started.