Standalone Hotels: It’s Time to Stop Copying Big Brands & Start Thinking Smarter

Geetika Bahri Jain
Director of Distribution Services – APAC at Radisson Hotel Group

At a recent industry event in Delhi, I met the owner of a small local hotel chain. He runs three independent properties in a Tier 2 city.

During our conversation, he shared a concern, he said, “With so many branded hotels entering the market like Holiday Inn, Lemon Tree, Courtyard it is getting very difficult to stay competitive. How are we expected to keep up?”

This made me think, why do independent hotel owners try to mirror the strategies of large brands? They assume that if it works for them, it should work for everyone.

But the reality is that it’s a different game?

Big brands operate on scale

They have:

Dedicated revenue, marketing, and distribution teams

Paid loyalty programs and brand-wide campaigns

Complex tech stacks (RMS, CRM, BI tools)

Long-standing relationships with OTAs and corporate clients

These systems and structures are designed for size, not speed.

Standalone hotels have a different edge

You can make decisions faster

You know your local market better than any brand algorithm

You’re in full control of rate planning, guest engagement, and cost management

Trying to replicate a brand hotel’s approach without their ecosystem would lead to poor ROI, wasted effort, and inconsistent results.

Instead, focus on strategies that work for you

Stop benchmarking blindly
Set pricing based on your hotel’s value proposition and guest profile and not basis the chain hotel next door.
Use data that’s relevant and manageable
Focus on 5 metrics: Occupancy, ADR, RevPAR, booking window, and channel mix. These are sufficient to drive strategic decisions.
Design flexible packages, not rigid rate plans
Branded hotels work on system-driven rate strategies. You can offer curated packages with added value that are faster and more effectively.
Build loyalty through real-time responsiveness
A personal follow-up or tailored rebooking offer is often more effective than a mass loyalty campaign.
Simplify tech
You don’t need a complex RMS to succeed. A well-structured Excel or simple BI dashboard can give you the visibility you need.
Audit your reviews vs. your comp set
Use Google or OTA dashboards to compare ratings. Your guest may already be preferring your hotel over your branded competitor. Sharpen your positioning and rethink your pricing with confidence.

Bottom line:

Trying to follow large brand strategies without brand-level resources is a common trap.

Instead, leverage your independence to build smart, agile, market-relevant strategies.
That’s where the real opportunity lies.