Independent Lodging: Lost Opportunities?

Independent Lodging: Lost Opportunities? Published December 2015 Analysts: Michaela Papenhoff, Lorraine Sileo


FREE for Open Access Subscribers

This November 10, 2015 webinar is based on research from the corresponding report: Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties.

In Partnership With h2c GmbH

What do the U.S. and European hospitality markets have in common? Very little – especially when you consider the state of non-chain hotels. Independent lodging is one of the least understood, yet important sectors of the travel industry. For centuries, this vibrant yet fragmented market has functioned by a set of rules all its own. 

From four-room country inns to large, urban hotels/motels, these properties are truly self-sufficient – operating with little if any guidance from a franchise or rep company. As distribution and marketing costs rise and decisions get more complex, many independent properties don't have the tools, resources or expertise to compete. Yet many continue to survive, and thrive.

In this November 10, 2015 webinar, Michaela Papenhoff, managing director of h2c, and Lorraine Sileo, senior vice president of Phocuswright, compared the unique attributes of independent properties in Europe versus the U.S. Download the presentation deck and audio recording to discover which partners and channels are most effective and where they will be placing their marketing and distribution budgets in the future; explore how independents are faring and what does their future look like; and more. By shedding light on the challenges and preferences of independent properties, you will come away with a better understanding of their wants and needs. This 35-minute webinar includes a Q&A segment.

Topics include:

  • Size and composition of the independent lodging market
  • Key differences: Europe vs. U.S.
  • Most and least effective distribution and marketing channels
  • Adoption of technology systems

Michaela Papenhoff

Managing Director, h2c GmbH
Michaela Papenhoff founded h2c GmbH in 2001. Building on over 20 years of hospitality experience, including front desk, reservations, sales development and public relations at international hotels chains, Michaela recognized the initial stage of electronic distribution and the great potential of global marketing early. In her former function as director of e-distribution and e-marketing at a leading European voluntary hotel chain with more than 200 member hotels, Michaela implemented the company’s first central reservation system and was accountable for all properties’ revenues via electronic channels. Concurrently, she set up a CRS specialist team which trained all associated hotels, thus providing an on-demand knowledge pool. By completing her International Executive MBA at the Rotterdam School of Management/Erasmus University, she gained multiple skills in marketing, finance, leadership development and change management; her industry insight initially began with a professional hospitality education program.


Phocuswright and h2c's research was made possible by the partners and sponsors of the study:

Miles Media Company
Northstar Business Development and Licensing

Hilton (Curio)
HRS Group
Leading Hotels of the World Ltd.