The Independent Approach

Not all hoteliers consider operating a hotel under a specific brand name. Some hoteliers believe in operating independent or boutique properties, relying on their own marketing and Global Distribution Systems (GDS). The GDS allows the hotel’s reservation system to directly connect with travel agents and Internet consumers through various online networks. Each year hotels experience a rise with reservations placed through their GDS, which calls for independent hotels to choose their GDS carefully in order to maximize room revenue. Franchised properties, on the other hand, are given the GDS supported by the franchise. According to Peter O’Connor and Gabriele Piccoli of Cornell University, the leading GDS online companies in 2003 were Expedia and Travelocity, leading the marketing in highest grossing revenue. A strong GDS system allows for independent hoteliers to occupy hotel rooms with consumers who are willing to try their unique services and entrust in their marketing campaigns.
Independent hoteliers believe that separating themselves from the norms of branding and positioning themselves as a unique hotel is a more effective strategy than building a hotel to specific brand standards and regulations. The idea is to position the hotel as one that can fulfill the same quality and demands of its franchised competition while portraying an exceptional distinctiveness. This strategy allows them to be creative and go outside the box in business development. The independent market segment appeals to many consumers who are willing to experience unique accommodations and recognize that quality and service does not need to be supported by franchise standards and regulations.