Deflagging is having a moment.
Travelers don’t want identical rooms with different logos.
They want story, design, emotion.
For the first time, investors are following their lead.
Boutiques now outprice branded hotels in key markets (STR 2024).
The old “brand premium” is gone.
Guests reward originality over consistency.
Luxury brands prefer to partner with iconic independents, not flags.
Dior took over The Colony Palm Beach.
Gucci popped up at the Hotel Savoy Florence from Rocco Forte Hotels
Investors see it too.
Family offices chase independents as higher-margin plays.
Institutional investors look for flexibility and less competition.
In a volatile market, independents move faster.
They capture trends in wellness, F&B, AI and loyalty without waiting for brand approval.
Deflagging is having a moment.
The underdog is gone.
Independent hotels are the future.
And capital finally knows it.
The question is: is your digital guest experience moving as fast as your boutique brand?
————
If you like my posts follow me and follow Guestcentric so that your boutique hotel brand is not just seen, but is chosen. Build the guest journey they’ll never forget.
