“Want to improve the guest experience? Go to work every day.”

It might sound like a small thing, but showing up at the property every day allows us to stay connected to our guests and to our team in a really special way. 

When we’re on property, we’re able to identify and uncover customer pain points faster, because we’re able to listen to what the guests are really saying and really feeling. As a marketer and a business owner, I can’t tell you just how insightful it is to be able to see the expressions on a guest’s face and hear the words they choose to express themselves. It helps us stay super close and allows us to enact a lot of positive change, and quickly. 

I see showing up every day as our competitive advantage in the marketplace. Our ability to create deeper connections and a more personalized experience gives us a leg up on branded hotels that simply can’t be as reactive and flexible as we can be. 

A little background: My husband and I are both architects by education. And when the opportunity came to restore a boutique hotel, we jumped. We opened Hotel Trundle in April of 2018. I grew up in a family that owned and operated branded hotels and I saw firsthand the benefits of having big brand support. But I was also keenly aware of the limitations that come along with it. Based on that experience, we decided to maintain our independent status and take full advantage of the marketing opportunities that come with it, like pure creative freedom. 

But where does that creativity come from? Great ideas don’t come out of thin air. I think they come from being close to the guests. They’ll tell you what they want. And we’ve got an unmatched ability to listen, pivot, and execute quickly. 

Perhaps nothing tested this philosophy more than COVID when we were literally pivoting in real time. When guests wanted private accommodations, we listened and expanded our offerings. We added the Flutter Wing, a five-room off-site extension with its own entrance and rooftop patio, and short-term rentals. Products that guests still enjoy today. 

Staying close to the property also makes it easier to find new and authentic stories to tell. We created a dedicated position called "The Storyteller" to capture on-property content—the personal touches and the behind-the-scenes glimpses—and then to share that content on social media.

Without being on property every day, you'll miss those small moments—those often subtle, but sometimes significant opportunities to make an impact. And for an independent hotel, that makes all the difference in the world.