‘A mismatched partnership can dilute a hotel's brand identity’

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By Jennifer Glatt | for Mint Pillow

Turning local experiences into powerful brand storytelling takes more than great visuals, it takes insight, strategy and a feel for place.

Based in Providence, R.I., Jimmy Salabert brings all three as a multimedia creator and brand strategist. He blends visual creativity with journalistic depth to craft content that connects audiences to people, places and experiences.

Here, drawing on a recent partnership, he shares how hoteliers can tap into the power of “local” to create stronger, more meaningful guest connections.

You talk about expanding the “local” lens beyond geography. How can hotels find great partners that aren’t just next door but still feel authentic?
It's all about shared values and a compelling narrative. For hotels, finding authentic partners beyond immediate geography means looking at brands that embody the same commitment to quality, craftsmanship or a unique regional identity that your guests seek. In the case of [the partnership between] Vineyard Square Hotel & Suites and Dave's Coffee, while Dave's isn't on Martha's Vineyard, it’s a high-quality, non-franchise brand from the Northeast, aligning with the island's cherished independent spirit.

Hoteliers should ask: "What does our guest truly value?" Is it artisanal quality, sustainable practices, a unique story, or supporting a specific regional industry? Guests coming to Martha's Vineyard and specifically Edgartown are undertaking a journey—a drive, a ferry, another drive—and they're doing so to experience something truly unique and distinct from everyday life. They are actively seeking that authentic, non-franchise charm. Once you pinpoint those shared values that justify their journey, the geographical boundaries often become less important than the authentic connection.

Why is it so important for hotels to clearly explain why they’re partnering with someone—even if it’s not obvious at first?
Guests today are savvy and value transparency and authenticity. If a partnership isn't immediately obvious, clearly explaining the "why" elevates it from a simple transaction to a meaningful part of the guest experience. It helps guests understand the hotel's values and commitment.

For instance, explaining that Vineyard Square chose Dave's Coffee to support a high-quality, independent Northeast brand resonates with guests who visit Martha's Vineyard precisely for its unique, non-franchise character. Without that explanation, it's just coffee. With it, it becomes an extension of the hotel's brand ethos. It builds trust and deepens the guest's connection to your story.

How can indie hotels use storytelling to make partnerships feel real and meaningful to guests?
Highlight the "meet cute": How did the partnership begin? Was it a chance encounter, a shared vision or a personal connection? Share that origin story. For Vineyard Square Hotel, the "meet cute" with Dave's Coffee wasn't accidental; it was a proactive search on my part to find a high-quality, regional partner that truly aligned with the island's non-franchise spirit. It began with recognizing a mutual desire to support independent, quality-driven businesses in the Northeast.

Focus on shared values: Emphasize what both brands genuinely believe in. Is it craftsmanship, sustainability, community support, or unique experiences? Both Vineyard Square Hotel and Dave's Coffee prioritize quality and authenticity. The hotel values providing a unique, high-end Martha's Vineyard experience, while Dave's Coffee prides itself on its artisanal roasting process and often emphasizes sustainable sourcing. This shared commitment to excellence made the partnership resonate.

Show, don't just tell: Instead of saying "we support local," show a photo of the product being enjoyed in your hotel or a brief video introducing the partner. For Dave's Coffee, a simple but effective visual is a guest holding a Dave's Coffee branded mug at the hotel, perhaps with a glimpse of the breakfast area or a hotel setting. This immediately shows the partnership in action rather than just stating it.

Introduce the people: Guests connect with people. If possible, introduce the owner or a key team member from the partner brand. An ideal scenario for Vineyard Square Hotel would be a small display card at the coffee station featuring a photo of Dave Lanning (founder of Dave's Coffee) or their head roaster, along with a brief story of their passion for coffee. This personalizes the experience.

Create experiential moments: For Dave's Coffee, it's the complimentary morning brew. For a local artist, maybe it's a small pop-up exhibit. These tangible experiences reinforce the story. The complimentary morning brew of Dave's Coffee available exclusively with breakfast at Vineyard Square Hotel is a key experiential moment. It’s not just a grab-and-go; it's a part of the valued breakfast ritual that guests look forward to, making the coffee itself a tangible extension of the hotel's quality commitment.

What’s one mistake hotels make when choosing partners that don’t truly fit their brand?
One significant mistake hotels make is prioritizing convenience or cost savings over genuine brand alignment. They might choose a partner simply because they're the cheapest option or easiest to work with, without truly considering if that partner's values, quality or target audience resonate with their own.

For an indie hotel like Vineyard Square, partnering with a generic, mass-produced coffee brand would contradict its unique, non-franchise island appeal, even if it were more economical. A mismatched partnership can dilute a hotel's brand identity and confuse or even disappoint guests who expect a certain caliber and authenticity.

Once a hotel has a cool partnership story, what’s the best way to share it so guests actually care?
To make guests truly care, share partnership stories in ways that are authentic, accessible and add value to their stay.

Touchpoints: A small card near the coffee maker explaining the Dave's Coffee story and its Rhode Island roots. This subtle placement turns a simple amenity into a discovery.

Digital channels: Use engaging social media posts with visuals (like the Dave's Coffee mug photo!), write blog posts on your website or include features in your guest pre-arrival emails. These digital touchpoints create anticipation and allow guests to explore the story on their own terms. For example: https://www.instagram.com/p/DMiDl25MjFg/

Personal interactions: Empower your front desk or breakfast staff to briefly share the story if guests comment on the coffee. A genuine, human recommendation goes a long way in making the partnership feel personal.

Experiential integration: The best way to share is through the experience itself. When the quality of Dave's Coffee enhances their morning, the story feels more real and memorable. The complimentary morning brew at Vineyard Square becomes a tangible expression of the hotel's commitment to quality.

Concierge recommendations: Train staff to recommend partner businesses for guests to visit, reinforcing the connection. This turns a partnership into a curated local experience for the guest.

The key is to integrate the story subtly into the guest journey, making it a natural, enhancing element of their overall experience, not just a marketing blurb.

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Mint Pillow is curated and written by Jennifer Glatt and edited by Lesley McKenzie.