Big
hotel chains are opening fake boutique lines to snare travelers who prefer
independently run lodging.
As everyone who travels a lot soon learns, it’s easy to forget
where you are. Those big chains uniformly offer all the charm of Noplace, USA.
This disorienting sameness has become more dizzying in recent
years as the chains have merged and conglomerated.
Weary travelers might choose to stay overnight in one of the
Residence Inn hotels, or a Courtyard, the TownePlace Suites, or even splurge
for a night in a Ritz-Carlton. In fact, though, you’re in a Marriott — the
$14-billion-a-year amalgamation that owns all of the above hotel chains, along
with 15 others.
Marriott is among the world’s 10 largest hotel operators.
Combined, these companies run 113 different chains.
Naturally, as uniformity and conglomeration have taken over the
industry, a consumer rebellion has erupted. More and more travelers — especially
younger ones — are seeking out independent hotels, unique inns, and local
B&Bs. They prefer the un-corporate places that have cool names like the
Moxy, Canopy, and Vīb.
But, oh crud, guess what? All three of those are just offshoots of corporate hotel chains that opened in the past year. These intentionally hip brands belong, respectively, to Marriott, Hilton, and Best Western.
Known in the industry as “lifestyle hotels,” these fake
independent lodgings are the hot new niche for mega-conglomerates trying to nab
travelers in search of authenticity. “The big hotel chains are in the business
of pretending they aren’t big chains,” says Pauline Frommer, editor of the well-regarded Frommer’s travel
guides. “They want you to think they are boutiques.”
It sounds sneaky. But do they think that duping customers
is a good strategy? Once travelers realize we’re being deceived, we’ll get
angry. And that’s bad for business.
OtherWords
columnist Jim Hightower is a radio commentator, writer, and public speaker.
He’s also editor of the populist newsletter, The Hightower Lowdown. OtherWords.org.