Independent hotels increasingly aligning with chains, to leverage the larger brands

Hyatt Hotels’s recent purchase of the iconic Driskill Hotel in Austin, Texas..is another example of the increasing popularity of independent hotels backed by the power of a brand.

The trend of independent hotels—particularly historic hotels or ones with a localized feel—partnering up with a brand has intensified over the past few years. Choice Hotels International’s Ascend Collection and Marriott International’s Autograph Collection are two prime examples.

“It is a growing trend; there are more and more hotels not content with being in just two places—branded or independent…Owners are thinking, ‘We need a little bit of help but don’t want to be chained. We want to have our own character but want to plug into systems.’ I think this is definitely going to continue.”