For many historic hotels, legacy has shifted from a nostalgic asset to a strategic one. “Restoring the past” is now about making it emotionally meaningful for today’s guests, using legacy as brand capital that builds loyalty and a sense of belonging.
Across the U.S., hotels with deep local roots are redefining what it means to preserve history. These properties aren’t just restoring vintage architecture or reviving old menus—they’re finding new ways to make heritage resonate with modern travelers. Consider The Tiger Hotel in Columbia, Mo., and its longtime dining partner, Glenn’s Café, which illustrate how the past can be reimagined as a living part of today’s guest experience.
A modern loyalty driver
The Tiger Hotel opened in 1928 as Columbia’s first skyscraper and a Jazz Age landmark. For decades, it was where visiting alumni, families and travelers gathered to mark life’s milestones. Over time, as ownership and design trends shifted, much of that identity risked fading.
Recent years have seen the property’s leadership pursue a different kind of restoration, one that focuses on emotional relevance as much as physical renewal. In a university town where generations of guests return for reunions, weddings and community events, the team saw heritage as a natural foundation for long-term loyalty.
That approach extended to Glenn’s Café, a local restaurant founded in 1943 and now located on the hotel’s ground floor. For many Columbia residents, Glenn’s represents continuity—a place where family traditions span decades. Together, the hotel and café have built a sense of belonging that can’t be replicated through design trends or digital personalization tools alone.
Softening up
For historic properties, modernization often raises a familiar tension: how to stay relevant without erasing character. Our leadership team at the Tiger tackled that challenge by joining a soft brand under a global hospitality group, gaining access to technology, sustainability programs and loyalty infrastructure while retaining operational independence.
That balance between flexibility and support has helped us update back-end systems and guest experiences without losing the hotel’s distinct voice. Locally sourced amenities, restored terrazzo flooring and vintage-inspired décor maintain the building’s integrity, while digital conveniences and sustainability standards align it with contemporary expectations.
It’s a model that reflects a growing pattern across the industry. Many heritage hotels are aligning with soft brands that provide distribution power and operational consistency without imposing a standardized look or feel. The result is an evolution of independent hospitality, where authenticity becomes an advantage rather than a constraint.
The art of continuity
If the hotel embodies architectural preservation, Glenn’s Café captures the culinary side of heritage. Known for its blend of Southern and Midwestern comfort dishes, from catfish étouffée to the signature Breakfast Burger, the café has evolved while staying rooted in its original character.
Menu updates, sourcing improvements and staff storytelling training have kept the experience current without losing familiarity. Guests often return for a taste of memory, and new visitors discover a sense of place that feels instantly genuine.
As one of the members of our staff put it, Glenn’s isn’t just a restaurant inside a hotel: it’s part of the city’s collective memory. Hotel traditions—such as the Tiger’s century-old mailbox and the practice of delivering every check with a postcard staff will mail for guests—reinforce that sense of continuity across the property. These small heritage touchpoints strengthen brand affinity in ways that modern travelers increasingly value.
Lessons in adaptive heritage
The Tiger and Glenn’s are part of a broader movement showing that historic properties can evolve successfully without compromising their origins. Their experience underscores several lessons emerging across the industry:
- Treat legacy as brand capital. Heritage isn’t static décor; it’s an emotional differentiator that builds guest loyalty.
- Choose partnerships that preserve identity. Flexible brand models can provide essential support systems while allowing properties to retain local voice and design.
- Modernize with intent. Upgrades in technology and sustainability should enhance a property’s story, not overshadow it.
- Integrate community relationships. Collaborations with local artisans, producers and event organizers strengthen authenticity and deepen engagement.
As travelers seek experiences that feel grounded in place and history, heritage-driven hospitality offers a form of credibility that can’t be manufactured.
The Tiger Hotel and Glenn’s Café are examples of how honoring the past doesn’t mean staying still. In the right hands, history becomes a renewable resource—one that continues to shape identity, inspire loyalty and connect generations of guests.
Story contributed by Glyn Laverick, CEO of The Tiger Hotel and Glenn’s Café.