The hospitality industry is at a crossroads. On one side are the hotels that built this industry. Independently owned properties shaped by history, family, creativity, and a genuine love of hosting people. On the other side is a fast growing wave of corporate concepts dressed up to look boutique. They are designed to feel local even though they are produced at scale. They aim to mimic the magic of independent hotels but cannot replicate the soul.
This tension is reshaping the guest experience in ways the industry can no longer ignore.
At TakeUp, we believe it is time to talk honestly about what is happening and what is at stake. Independent hotels are not just a category. They are the backbone of authentic hospitality. They are where travelers still find originality and real connection. They are the hotels travelers remember long after they check out.
Which is why we created Independent Tuesday.
The Rise of the Fauxtique
Walk through any major city and you will encounter what we call the fauxtique. It is a boutique look packaged in a corporate wrapper. The furniture is identical across dozens of properties. The art is strategically curated to appear local even though it is purchased by the pallet. The guest experience is scripted to feel spontaneous but engineered in a boardroom.
These hotels are not evil. They are simply designed with priorities that have nothing to do with creativity or character. They are efficient. Scalable. Predictable. And that is exactly the problem.
Hospitality is not supposed to be predictable.
It is supposed to feel human.
Independent Tuesday Is a Stand, Not a Slogan
Independent Tuesday is our call to the industry and to travelers. Choose independent. Support the hotels that still value craft and care. Celebrate the people who carry forward the original spirit of hospitality.
This is not a marketing moment. It is a movement.
Travel Tuesday has become another peak in the booking calendar. Independent Tuesday is about giving that day a purpose. A reason for travelers to reflect on where they stay and why it matters. A reason for hoteliers to join a collective message that pushes back against the idea that hospitality must be manufactured to be profitable.
Why Independent Hotels Still Matter
Independent hotels are the antidote to the sameness creeping into travel. They are owned by people who believe guests deserve experiences that mean something. They make choices based on care rather than committee. They create memories rather than standard operating procedures.
Independent hotels reflect the neighborhoods they belong to. They serve as anchors for local business owners. They bring travelers into the story of a community. No corporate template will ever replace that.
At TakeUp, we partner with these properties because their success matters. Not only to the industry but to the travelers who crave stays with personality.
The Truth About Authenticity
The industry has spent the past decade talking about the importance of authenticity. Yet many of the largest players chase authenticity through design sprints and brand refreshes. You cannot fabricate soul. You cannot reverse engineer character. And you cannot call a property boutique simply because you added leather stools and Edison bulbs.
Authenticity is a result of ownership that cares. It is a product of individuals who understand their market and their guests. It is something big brands cannot mass produce.
Independent hotels do not need to pretend to be authentic because they already are.
A Better Path Forward
Independent hotels do not need protection. They need amplification. They need the technology and tools historically reserved for the giants. They need partners who believe in their value and in their right to compete.
That is the future we are building at TakeUp. A future where independent hotels thrive without sacrificing the soul of their experience. A future where technology elevates originality rather than erasing it.
An Invitation to the Industry
Independent Tuesday is a rallying cry. A reminder that hospitality is strongest when it is diverse and full of character. A moment to celebrate the operators who refuse to let travel become a copy and paste exercise.
This Travel Tuesday, I invite travelers to book independent. I invite hoteliers to join the movement. And I invite our industry to take a clear stand for the experiences that make hospitality worth fighting for.
Because the soul of hospitality is not found in a brand concept. It is found in the independent properties that built this industry in the first place.
TakeUp is an AI-powered revenue optimization platform built for independent hospitality properties, including boutique hotels, inns, bed & breakfasts, and glamping retreats. By leveraging AI-driven insights and expert revenue strategists, TakeUp helps properties maximize revenue and save time, seamlessly integrating with leading property management systems to drive profitability and operational efficiency. For more information visit takeup.ai.
Kelly Campbell
Marketing Director
TakeUp
