SMALL HOTELIER

How a food philosophy can grow into an entire brand identity - natural, grounded, and distinctively British.

Guests are increasingly seeking authentic, local experiences over standardised brand stays. This panel discusses how boutique and independent hotels can capitalise on this trend by leveraging their uniqueness.

• Find out what boutique hotels offer that big brands can’t
• Discover how to authentically incorporate culture without clichés
• Explore tech tools helping independents gain visibility

In an era where guests are overwhelmed by endless, look-alike places to stay, the brands that stand out are those with personality, taste, and a clear point of view. This session explores why curation is the key to winning, and why tomorrow’s travellers are seeking stays that feel meaningful, memorable, and personal rather than mass-market and interchangeable. Drawing on Landfolk’s growth into a curated portfolio of thousands of handpicked homes across Europe, Cathrine will share how guests increasingly want hidden gems - and how unlocking a supply where 70% are new to sharing has opened up a new category of truly special stays.

The session also highlights how curation and intuitive, emotion-rooted discovery tools help guests find the right place effortlessly, reducing overwhelm and building trust through taste-led guidance, rather than pure volume in a crowded, OTA-dominated market.

Today’s travellers are no longer looking only for accommodation — they are seeking emotional experiences, authenticity, meaningful design and human connection. Independent hotels face the challenge of responding to these evolving expectations while remaining operationally efficient and financially sustainable.

This session explores how Miluna Open Nature Rooms, an experiential boutique hotel in rural Spain, has translated creativity and emotion into a strong operational model that delivers memorable guest journeys and business performance.

Through real-world insights, this talk will highlight how experiential hospitality, team culture, operational excellence and storytelling can become powerful competitive advantages for independent hotels navigating a rapidly changing market.

In a market dominated by giants, independents face tough challenges but also unique opportunities. This discussion focuses on survival strategies through collaboration, innovation, and branding.

• Debate the challenges and opportunities facing independent hotels today
• Learn about collaboration and innovation as survival strategies
• Discover how to turn “independent” into a powerful brand identity