As traveler expectations continue to rise and pressure on hotel performance intensifies, the value of independence is even more evident. Around the world, independent hotels are demonstrating remarkable agility, cultural relevance and long‑term resilience. And in 2026, the power of being independent has never been stronger.
TRAVELERS CHOOSE INDEPENDENT EXPERIENCES
Across every major market, high‑end travelers are signaling a decisive shift in what they value. They want hotels that feel personal, unexpected and deeply connected to their surroundings. Consider Preferred Hotels & Resorts’ first-ever Luxury Travel Report, created in partnership with The Harris Poll, which underscores this movement:
- Nearly 70% of luxury travelers believe modern luxury hotels have become “beige” — standardized to the point of losing their identity
- Over 90% say the best journeys feel effortless yet expertly curated
- 89% want hotels that reflect local charm and cultural authenticity
- 82% say loyalty programs are essential to ensuring quality, and nearly two‑thirds say a great past stay is the single biggest driver of repeat bookings
Independent hotels are uniquely positioned to deliver on these expectations. Properties like the Post Ranch Inn in California, The Mark in New York City, The Thief in Norway or The Alpina Gstaad in Switzerland show how individuality, design and a strong sense of place can create the “legacy moments” travelers now consider the new luxury currency.
We also see a growing appetite for discovery. Luxury travelers are increasingly seeking emerging destinations—smaller cultural cities, up‑and‑coming resort areas and remote natural landscapes where unspoiled environments still exist. This trend has been especially powerful for hotels rooted in nature, culture and community, including many within the Beyond Green portfolio.
This desire for discovery is matched by an equally strong desire for trust and consistency, which is where loyalty programs play an increasingly important role. With more than six million members enrolled in I Prefer Hotel Rewards, Preferred Travel Group’s global loyalty program, we see firsthand how loyalty, personalization and curated experiences drive repeat business for independent properties.
INDEPENDENCE DOESN’T MEAN DOING IT ALONE
Many of the most successful independent hotels today pair their individuality with the right strategic affiliations. Collection brands, such as Preferred Hotels & Resorts and Beyond Green, offer a model of support that enhances independent identity. Rather than imposing rigid standards or costly franchise requirements, these affiliations provide global reach, commercial strength, and a community of like‑minded owners and operators.
Affiliation can provide:
- Global visibility, scale and credibility, including access to high‑value distribution channels and elite programs such as American Express Fine Hotels + Resorts and Virtuoso
- A strategic alternative to traditional franchise models, offering notably shorter agreements, lower costs and far greater flexibility
- Quality assurance without sacrificing individuality, enabling hotels to maintain their character while benefiting from shared expertise, best practices, and performance insights
- Proven performance uplift: A recent HVS Performance Report found that Preferred‑affiliated hotels outperformed competitors in key performance metrics across resort, primary and tertiary markets
- Cost efficiency. The same HVS study showed that the average cost of affiliation is less than 1.7% of gross rooms revenue, compared to roughly 11% charged by other luxury and upper‑upscale brands
For owners and developers, the math is compelling: Independence paired with the right affiliation delivers both freedom and financial advantage.
INDEPENDENCE AS A STEWARDSHIP MODEL
Independent hotels are often the most deeply rooted in their communities. They hire locally, source locally, and preserve cultural heritage in ways that large brands struggle to replicate. This is especially true within Beyond Green, where hotels commit to community engagement, cultural celebration, and environmental stewardship as core business principles.
In a world facing climate risk, regulatory shifts, and rising traveler scrutiny, sustainability is no longer a marketing angle; it is a business imperative and independent hotels are uniquely positioned to lead:
- They can make long‑term decisions without corporate bureaucracy
- They can localize supply chains, strengthening resilience
- They can invest in community partnerships that enhance both guest experience and destination health
- They can adapt quickly to new sustainability standards and reporting requirements
Stewardship is not only the right thing to do; it protects asset value, reduces operational costs, and drives revenue by aligning with what travelers increasingly demand.
THE INDEPENDENT ADVANTAGE
As we look ahead, the hotels that will thrive are those that embrace independence as a strategic asset. Independent hotels can move faster than brands weighed down by rigid standards. They can express local identity with authenticity; they can adapt to shifting traveler values—purpose, culture, community—with agility; and, most importantly, they can own their narrative and shape their future.
In 2026, independence is not a niche. It is a competitive advantage. And for owners, operators, and developers around the world, it represents one of the most powerful opportunities in hospitality today.
