At the 2025 NYU International Hospitality Investment Conference, Barry Sternlicht — founder of Starwood Hotels and one of the most influential figures in global hospitality (and our leader when I was with W Hotels!) — delivered a striking observation:
“The rise of the independents is hurting older brands…piranha brands, rising thanks to viral engagement on social media, [are] dethroning brand royalty…The same thing is happening in every consumer category including hotels — it’s about connecting to the right people with the right mission.”
— Barry Sternlicht, NYU IHI Forum, 2025
It’s a sentiment we at Luxury Hospitality Advisors (LHA) have encountered: the value of a hotel brand can no longer be measured solely by distribution power or loyalty programs. Guests — and increasingly, investors — are prioritizing experience over affiliation. They’re drawn to properties that mean something, not just represent something. We currently have a project in the Bahamas where brand selection has been determined almost completely by how well the brand will enhance the experience on island.
Experience Is the New Brand Equity
Independent hotels now have access to the same digital marketing tools, influencers, booking platforms, and content distribution channels as the global chains. What they often have in greater supply, however, is soul — a genuine story, a sense of place, a design narrative that’s not beholden to brand standards.
And that’s where the market is moving.
Travelers today are seeking more than luxury — they’re seeking resonance. They want to feel the destination in the design, the service, and the culture of the property. When they do, they return, they share, and they pay more — not just because it’s beautiful, but because it feels personal.
What Investors Should Be Asking
In a world where spreadsheets are no longer the full story, savvy investors should be asking deeper questions:
• What does this property represent emotionally and culturally?
• Is the brand delivering something truly differentiated, or just a name on the door?
• Can we build lasting rate integrity through storytelling, not just systems?
The best assets today — whether flagged or independent — are those with a clearly defined identity and the operational backbone to support it.
How LHA Helps Shift the Lens
At LHA, we work with owners and developers to reposition assets in ways that speak not just to performance, but to purpose. That includes:
• Evaluating whether brand affiliation enhances or dilutes long-term value
• Enhancing the guest experience to align with the story the property wants to tell
• Advising on brand partnerships that are experiential, not just contractual
Because, as Sternlicht notes, the new value proposition in hospitality is about “connecting to the right people with the right mission.” That’s how independent hotels — the so-called piranha brands — are redefining the category.
Let’s talk about how experience equity can shape your next chapter.
Quote Source: Barry Sternlicht at the NYU International Hospitality Investment Forum, 2025.
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