I've been watching something fascinating unfold in hospitality over the past few years, and it's telling us everything we need to know about where this industry is headed.
Big hotel brands are on a buying spree.
But they're not going after more Hampton Inns or Holiday Inn Expresses. They're chasing the cool kids–the independent brands that travelers actually get excited about staying at.
The changing hospitality landscape…
Think about the acquisitions we've seen over the last handful of years:
Under Canvas scooped up by KSL Capital, IHG buying Six Senses, Graduate Hotels acquired by Hyatt, and Hyatt's acquisition of Two Roads Hospitality which included brands like Alila, Thompson Hotels, and Destination Hotels.
And then more recently, we've seen the pace accelerate even further…
- Hyatt completed the acquisition of Standard International, the parent company of The Standard and Bunkhouse Hotels brands, in September 2024.
- Marriott announced a $355 million deal to acquire CitizenM, a lifestyle hotel brand, in April 2025.
- And while not a traditional acquisition, Hilton entered an exclusive partnership with Small Luxury Hotels of the World in early 2024, adding over 550 independent luxury hotels to its portfolio.
These weren't struggling properties looking for a bailout or distressed assets being sold at discount prices.
These were the brands everyone was talking about.
The ones charging premium rates in secondary markets and getting them without breaking a sweat.
The ones that guests would drive hours to experience and then post about endlessly on social media.
So what's driving this acquisition frenzy?
The old playbook isn’t working anymore for big brands…
For decades, hotel brands built their empires on consistency, safety, and reliability–the "no surprises" approach to hospitality. Book a Marriott in Miami or Minneapolis, and you'd get essentially the same experience, down to the thread count and breakfast offerings.
That strategy worked brilliantly when travelers prioritized predictability over personality.
When business travelers just needed a clean room with decent WiFi and leisure travelers wanted familiar amenities without any guesswork.
But that's not what modern travelers want anymore, especially the younger demographics who are starting to spend much larger amounts of discretionary income on travel.
Today's guests don't just want a place to sleep…
They want a story to tell. They want to feel something when they walk through the door and remember the experience long after they check out.
And frankly? A beige box with continental breakfast doesn't deliver that emotional connection.
So what's a mega-brand to do when their core product feels increasingly outdated?
Buy the brands that are getting it right.
It's become their primary growth strategy–identify independent brands that have cracked the code on modern hospitality, then write massive checks to acquire them before competitors do.
IHG acquired Six Senses to enter the ultra-luxury wellness space, Hyatt bought Graduate Hotels to get their boutique feel, and their acquisition of Two Roads gave them instant access to lifestyle brands like Thompson Hotels and Alila.
It's their way of staying relevant without having to figure out how to innovate from within their established corporate structures.
The big challenge?
How do you acquire these unique, independent brands without suffocating what made them special in the first place? How do you maintain the magic while imposing brand standards and operational consistency across hundreds of properties?
What this means for the future of hospitality…
This acquisition trend tells us everything we need to know about where hospitality is headed, and it's not toward more standardization.
Experiential wins. Boutique wins. Independent wins.
Story-driven properties that make guests feel something–those are the ones commanding premium rates, building loyal followings, and creating the kind of word-of-mouth marketing that money can't buy.
The big brands see this shift happening and they're responding the only way they know how: by opening their checkbooks.
But here's the massive opportunity for independent operators and boutique properties:
- Create something unique that reflects your local market and tells an authentic story.
- Build direct relationships with your guests through compelling content and social media presence.
- Invest in experiences that guests will remember and share, rather than generic amenities that every other property offers.
Because at the end of the day, travelers aren't booking a brand–they're booking a feeling, a story, an experience they can't get anywhere else.
And the properties that understand this are the ones winning in today's market.
Do you have a glamping brand you’re looking to level up?
My friend Nick Purslow just featured me in his newsletter, The Glamping Insider, talking about leveraging social media for direct bookings–some of my best insights are in there! Check that out here.
Nick is doing some cool stuff with Posh Outdoors, who do revenue share partnerships with landowners. He shares his insights every week in The Glamping Insider. You can subscribe here.
Exciting news for your hotel!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help your property attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
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Ben Wolff
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