Is your hotel franchise holding you back?
Let’s cut to the chase: If you’re running a franchise hotel, you’ve probably had this thought at least once—Is this really worth it? The fees, the brand restrictions, the inflexible design standards… you signed up for stability, but at what cost?
The truth is, the landscape has changed. Guests are no longer choosing hotels purely based on a brand name. They’re seeking character, personality, and experiences that feel unique. Meanwhile, independent hotels—especially in the Upper Upscale and Luxury segments—are outperforming their branded counterparts. The numbers prove it.
So, are you holding on to a franchise out of habit, or is it genuinely driving your success? Let’s dig in.
The franchise brand may not be as strong as you think
We need to talk about brand equity. Once upon a time, your franchise’s name carried weight—instant recognition, built-in demand, and a steady stream of loyal guests. But today? Not all franchises hold the cachet they once did.
Some brands have expanded too aggressively, diluting their exclusivity. Others feel outdated, failing to evolve with modern guest expectations. And let’s be honest: Some chains are still coasting on past reputation rather than delivering real value.
Here’s the real question: Have you outgrown your franchise? Could you attract more lucrative guests, command higher rates, and reposition yourself more effectively without the corporate umbrella? For many owners, the answer is a resounding yes.
Boutique is booming—Even the big chains know it
Travelers don’t want cookie-cutter experiences anymore. The demand for individuality, locally inspired design, and personalized service is undeniable. Even the major hotel groups have caught on—launching “lifestyle” brands that mimic boutique hotels.
But here’s the irony: They’re still franchises. Still rigid. Still rule-bound.
If the big guys are desperately trying to imitate what independent hotels do naturally, doesn’t that tell you something? As an independent, you have the freedom to design experiences that are truly bespoke—without waiting for corporate HQ’s approval.
The data speaks: Independent hotels are winning on revenue
Let’s get analytical for a second. According to STR data, independent hotels, particularly in the Upper Upscale and Luxury segments, achieve higherRevPAR than their branded counterparts.
Why? Because they have:
pricing flexibility
No corporate-mandated discounts eating into your margins.
operational agility
No rigid franchise playbook limiting your options.
Creative freedom
No templated brand guidelines forcing you into sameness.
In many cases, the very restrictions that are supposed to provide “stability” are actually capping a hotel’s true revenue potential.
The “Safe Harbor” myth: Franchises aren’t crisis-proof
One of the biggest arguments for staying with a franchise is that it offers security in tough times. But guess what? That narrative doesn’t hold up.
Data shows that in downturns, independent hotels often rebound faster than branded ones. Why? Because they aren’t waiting for a corporate response—they pivot, adapt, and create new strategies on their own terms. The idea that franchise hotels weather storms better is a myth that needs to be retired.
What are you really paying for?
Franchise fees. Marketing levies. Renovation requirements. It all adds up. But the real kicker? Many owners still find themselves doing their own local marketing, building guest relationships, and investing in service improvements on top of the fees they’re paying.
So, what’s the franchise actually delivering? A recognizable name? A loyalty program? If those things were bringing undeniable ROI, great. But if you’re still working just as hard to drive bookings, it’s worth asking whether that money could be better spent elsewhere—like on a brand that you own, control, and grow.
The fear of losing loyalty program guests is overblown
Franchise loyalty programs sound great on paper, but let’s be honest: How many of those guests are actually booking because of points, and how many would stay with you anyway?
Loyalty isn’t built through a membership card—it’s built through experience. The right brand strategy can create a guest experience so compelling that people choose your hotel over and over again—without needing corporate points as bait.
Your hotel, your rules—The freedom of going independent
No more approvals. No more corporate mandates. No more one-size-fits-all branding that ignores your market’s uniqueness.
Going independent gives you the power to shape your hotel’s identity, fine-tune its guest experience, and control its future. And as our own data shows, with the right branding partner, the transition from a franchise to a strong, independent brand can be smooth—and highly rewarding.
At Motiva, we’ve helped hotels make this leap successfully, ensuring a seamless transition that retains guests, keeps revenue steady, and builds a brand that’s truly future-proof.
Is it time to make the leap?
If you’ve been wondering whether it’s time to go independent, now is the time to explore the possibilities. What could your hotel become if it were truly yours?
your brand's potential
Unsure where to begin? Start your exploration with our brand audit – Motiva's branding experts are on hand to help you discover where your brand shines and where it can get even better.
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