Hotels are differentiating themselves in an increasingly competitive and complex market by promoting a more local travel experience. Or, what more and more travelers of all ages refer to as an “authentic” travel experience. This report will show the variety of ways that hotels are connecting with their communities to bring together guests and residents in the pursuit of localism.

1. The Rise
of Local in
Hospitality
SKIFT REPORT #4
2013
Hotels are attracting the next generation
traveler by engaging with their local
communities to provide more authentic
and immersive travel experiences.
SKIFT.COM

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3. The Rise of Local in Hospitality
SKIFT
REPORT
#4
2013
Introduction
Courtesy Kimpton Hotels
In this hyper-connected world, travelers of all ages and socio-economic demographics are seeking a deeper connection with the destinations they visit. One of the major reasons for this demand is that
guests are arriving to hotels with a wealth of information previously
sourced through online research. Innovative hotel brands are answering that demand by introducing guests to a diverse network of people
and places in their local community.
While hotels have always been gateways to a destination, the boutique/design/lifestyle hotel surge in the late 20th century elevated the
urban hotel into a destination in and of itself. The idea of a neighborhood hotel acting as a community portal with a strong local following became a market differentiator for an exciting batch of new hotel
brands.
Within the last decade, the large global hotel brands have jumped on
the trend, and there’s also a new wave of mid-market brands reimagining the localism trend for middle income brackets and secondary
markets. Now, throughout the hospitality industry, there’s widespread
realization that delivering a more immersive, layered travel experience for today’s more educated and connected traveler is, if not a
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4. The Rise of Local in Hospitality
SKIFT
necessity, a competitive advantage.
Savvy hotel brands are becoming more local in a variety of ways.
Some of the themes examined in this Trends Report include:
by local residents to create a deeper, more personal relationship with a community.
and off property.
creative, destination-specific interior design to evoke a more
local travel experience.
sophisticated social media strategies and robust blogs.
nerships, unique design and event programming is attracting
local residents to the hotels, further immersing guests within
the community.
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REPORT
#4
2013

5. The Rise of Local in Hospitality
SKIFT
REPORT
#4
2013
Table of contents
Executive summary 3
About Skift
Skift is a travel intelligence company that
Introduction 4
services to professionals
in travel and professional
The Rise of Local in Hospitality 7
make smart decisions
about travel.
Skift is the business of
travel.
In the beginning: Kimpton and Morgans 7
The creative class morphs: From exclusive to inclusive 8
Visit skift.com for more.
Starwood scales the community hotel 10
The corporate lifestyle hotel: Andaz by Hyatt 11
Corporate hotels go local: Park Hyatt 13
Business travel/meetings go local: Renaissance RLife LIVE 14
Local insider experiences: InterContinental Hotels 16
17
18
20
21
Digital case studies 23
FourSeasons.com 23
WestinFinds.com 24
Morgans Hotel Group 25
Pullman Hotels 26
Independent Collection 26
citizenM Hotels 27
Generator Hostels 27
Singita Game Reserves 28
Rosewood Hotels 29
Key strategies to boost community engagement 30
About Skift 32
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