5 takeaways from IHS Miami you’ll actually use

The Modern Hotelier podcast host Steve Carran moderated the New Media panel featuring Hillary Folkvord, Melissa Benhaim, Jennifer Glatt, Karla Cobreiro and David Millili. (Mint Pillow)

What a week! The Independent Hotel Show Miami gave us a front-row seat to the trends, challenges and bright spots defining independent hospitality today. The conversations weren’t just about trends—they were about action…what independents can do right now to strengthen their businesses, connect more deeply with guests and protect their unique voice in the industry. It’s clearer than ever that indie hoteliers aren’t just keeping pace with the industry; they’re driving it forward.

We pulled together five takeaways worth sharing.

- Written by Jennifer Glatt, edited by Lesley McKenzie

Independent vs. branded: Know your lane

The hotel investment outlook is shifting, and the decision to stay independent or affiliate with a brand isn’t one-size-fits-all. Lenders often lean toward the predictability of branded hotels, but independents—particularly in the boutique and luxury segments—can carve out enviable margins and stronger market differentiation.

What’s new? The “independent + affiliation” model. Think soft brands or selective partnerships that let you scale while preserving your property’s soul. Before you make a move, weigh the hidden costs (capex, brand standards) against the freedom and identity that come with independence. Consolidation may be inevitable for some, but creativity in how you define your independence is opening new doors.

2. Fractional services: Flexible expertise that sticks

Independent hoteliers don’t always have the luxury of full-time C-suite hires, but that doesn’t mean you have to go without high-level expertise. Fractional services are stepping in to bridge critical skill gaps, from revenue strategy to marketing leadership.

The model isn’t just about quick fixes. Done right, fractional partnerships help you build sustainable systems and long-term growth foundations. The keys:

Write clear job descriptions.
Set realistic budgets.
Communicate consistently.

Think of it as “renting” the expertise you need now to build the self-sufficiency you’ll rely on later.

3. DEI: Culture, not a checkbox

Diversity, equity and inclusion came through loud and clear in Miami—not as a policy, but as a cultural backbone. Panelists reminded us that true inclusion shows up in the daily interactions between staff, leadership and guests.

“DEI has to be more than a policy or a system,” says Aka Ali-Kerr, director of human resources for Andaz Miami Beach. “It has to be the fabric that ties your culture together… we need to be intentional as employers, as hotels, as owners, that we do not allow the political landscape to impact what we do for our most important asset, which is the human asset.”

For independents, this means going beyond slogans. Whether it’s hiring practices, guest engagement or staff recognition, embedding DEI authentically creates stronger teams and stickier guest loyalty.

4. Zero-party data: Your shortcut to hyper-personalization

Guests today expect more than recognition at check-in. They want to feel seen—and independents have an advantage if they’re willing to lean into tech. The buzz in Miami: collect and act on zero-party data (information guests freely provide), then empower your staff to use it with creativity.

“We have decided that the only data we want is zero-party data, the data that you give us freely,” says Dina Belon, president of Staypineapple Hotels. “We may have asked a question in your pre-arrival email, or pulled from our CRM. But because you’ve given it to us, we feel very obligated to use it.”

This isn’t just about upselling. It’s about surprising and delighting guests in ways that build emotional loyalty, and keeping staff engaged (and retained) by giving them the freedom to create those special moments.

5. Advocacy matters: Don’t sit on the sidelines

Finally, a reminder from AHLA: independent hoteliers can’t afford to be passive. From local zoning issues to federal labor policy, the regulatory environment is evolving fast—and if independents don’t speak up, their needs risk being overlooked.

Engage with AHLA committees. Stay plugged into advocacy updates. Lend your voice to industry conversations. By participating, independents can influence the policy landscape instead of reacting to it, ensuring their unique challenges (and opportunities) are part of the conversation.

The Independent Hotel Show Miami reminded us that the independent sector is innovating, adapting and setting the tone for hospitality’s next chapter.