BREAK OUT OF THE BOX - Smart Meetings Magazine

Like indie films, independent hotels offer a fresh perspective

Source: Smart Meetings Magazine
By: Avital Binshtock

In America, independence is a part of our very fiber. It is the foundation of our country not just a value that we have embraced since 1776. This is especially true in the West: just think of those early pioneers, their zest, their ambition, their determination and their entrepreneurial spirit.

In the travel industry, that entrepreneurial drive manifests in the form of independent businesses, from uncorporate tour companies and modes of transit to independent hotels. Every meeting planner occasionally ponders what it'd be like to plan a full event at an independent property- that is, a lodging facility that's not affiliated with any established chain. Often, these stand-alone properties are family-owned or are funded by private investors.

Some planners, however, shy away from these types of hotels, lovely and unique as they may be, for fear that the lack of established brand equity would somehow diminish the event's quality. But is that a reasonable notion- or just an incorrect assumption? We asked a number of industry experts to share their opinions and their advice.

Indeed, many planners are drawn to indies for their noncorporate approach to service. Robert Tuchman, president of TSE Sports and Entertainment, a company that plans hundreds of corporate events yearly for Fortune 500 clients, uses independent hotels quite often. The reason? "We're able to do a lot of creative things like set up a separate breakfast area, where in another hotel it would be difficult. Independent hotels are very responsive to our requests," he says.

Tuchman believes that in many cases the service can be better, and more personalized, at an independent property. "We felt that they would be on top of things for us," he says. Other off-cited benefits in favor of independent hotels include the distinctiveness that sets them apart. "I think they offer a unique and different experience from some of the major chain's equivalent of big-box retail stores," Schank says. "Often, their properties are older, rehabbed buildings and offer history and beautiful architecture. Or conversely, [they] are new and provide a welcome change to the existing hotel market."

So, what's the downside to planning at a nonchain hotel? Well, sometimes they're more expensive. Also, Schank says, there can be a lack of consistency within these properties, as well as *challenging meeting space, not enough staff or experienced staff (if it's a new property) and not much buying power when negotiating rates.*

TSE's Tuchman points out that "it can be very hit-or-miss, as most corporations attending meetings are used to Marriott- and Hyatt-type properties and those hotels' particular amenities and type of corporate service." To boot, attendees hoping to increase their frequent-travel hotel points will be disappointed.

Taking these pros and cons into consideration, the next natural question is: Are certain kinds of groups or meeting purposes a better fit for independent hotels? If so, which kinds of groups would be a good fit and which kinds of groups would not?

According to SpotOn Events' Schank, "Small to mid-sized corporations that are a little more flexible and open to unique sites are a better fit than a stodgy, old corporation." To that, Tuchman adds, "I think people who are a little more risky or edgy are better for independent hotels. Your typical corporate person is not going to enjoy it as much as your casual traveler."