Execs weigh in on popularity of independent hotels

Unique, culturally sensitive ambience is a key driver of the accelerating growth of independent hotel and resort collections, executives leading prominent brands assert. Travelers “want authentic, personalized, and one-of-a-kind lodging experiences, which is exactly what independent hotels are inherently designed to provide thanks to the reality that they have freedom to have more fun and express their personalities,” says Cheryl Williams of Preferred Hotels & Resorts, which added 13 properties this year.