Maximize value in a world of cutbacks

We're all about building a smarter brand, not just a busier one.

We’re starting with that compset you’ve had for years; if it hasn't evolved with you, it's a security blanket that’s making you trip when you walk. You can't price like a premium brand if you're still comparing yourself to last decade's competition.

Next, we have the AI cheat sheet for collabs that actually drive revenue, turning "local" from a buzzword into a desirable (and profitable) amenity. We’re also sharing insights on building a scalable indie brand, because the goal isn't just to be busy, it's to be valuable.

And in your inbox later this week: A conversation with hospitality expert and leadership coach Edward Mady, who shares his foundation for unscripted, brand-independent guest service and why he says hotels have to grow narrower to grow larger.

But first: Everything you need to know about White Lotus Season Four, and the hotels that could take center stage.

Let’s get into it!

Apples to apples. Your compset is a strategy tool, not a security blanket. If it’s not evolving with your mix and market, you’re optimizing for comfort, not competition. 

Back-of-house braintrust. The big chains' biggest advantage isn't their tech, it's the army of in-house experts they have to utilize it. This new platform is designed to level the playing field, giving operators access to that same high-level strategic talent, but on demand and without the full-time cost.

Proudly independent, definitely bougie. Indie hotel loyalty program Stash just gave its most decorated, high-end hotels their own exclusive club, and it’s a smart play. The "Luxe Collection" isn't a new program but rather a velvet rope,  giving the insider nod to which partners are truly playing in the luxury league.

Speak for yourself. The latest report from Milestone Inc. and HSMAI just confirmed that the hotels that aren't getting buried are the ones using AI to say the right thing to the right guest at the right time. 

Gold stars. The Hotels Above Par Star Awards are out, and it's the only appraisal that seems to get that phenomenal design and an incredible vibe aren't the same as just being expensive.

The Three Key anti-brand

While the big brands are still in meetings about what "authentic" means, Montana’s Sage Lodge kept on keeping on, and Michelin noticed—again. It's one of only 16 hotels in the U.S. to earn the coveted Three Keys (for the second year, no less), and its design is the entire story.

Why it matters: True luxury is a specific, un-copyable sense of place. Sage Lodge's modern-rustic property is built around the rugged Paradise Valley and a Yellowstone riverfront setting, neighboring the Emigrant Peak. F&B (a wood-fired grill), room design (standalone ranch houses) and tranquil spa all tell the same hyper-local story, which is how you build a space so special that Michelin literally tells people to "do whatever you can to get there for a night." (Michelin Guide)

Above: The Sage Lodge lobby. (Courtesy Sage Lodge Resort & Spa)

The "stay+play" package you're not selling (yet)

Local collabs are marketing gold, but building them is often a ton of work. This cheat sheet walks you through how AI can help you find partners, create the offer and promote it like the insider you are.

Why it matters: A great local partnership is only half the battle; the other half is selling it. This five-step guide shows you how to use AI to connect the dots—first by identifying local partners who already delight your guests (think the shop they always ask directions to or the café where guests always grab breakfast) and then by promoting that offer together.

Bundling the best of your neighborhood—from dining to local artisans—means you're not just packaging perks, you're personalizing the stay experience. It’s an easy way to create a profitable, exclusive offer that feels bespoke, not blasted. (Smart Pineapple)

The NOI vs. vibe playbook

Worried that labor costs are eating your NOI alive but cutting staff will kill your vibe? Jenifer Neptune, co-founder of Boutique Hotel Professionals, outlines how to protect your margins without sacrificing the high-touch service that justifies your premium.

Why it matters: Neptune flips the script from "cost-cutting" to "maximizing value." It’s loaded with real-world advice on using automation to stay lean while also recognizing which roles are simply non-negotiable.

Neptune also hands you the perfect pitch for owners: high-touch service isn't a cost, it's what opens the door to higher revenue potential. This is a guide to making strategic cuts that protect your bottom line, proving you can be profitable because of your vibe, not in spite of it. (Hospitality Investor) 

"Our goal is to grow up to five hotels or even 10… and I think [this] is only possible with a good tech stack."
—Michael Böhler, Founder, SUM Hospitality

The secret to scaling

We all love a shiny guest app, but the real money is in automating the back office. Looking to link finance and HR tools? This podcast is a must-listen for any indie hotelier who wants to scale. Michael Böhler, founder of Switzerland's SUM Hospitality, offers insight into building a profitable and scalable indie brand. 

Why it matters: The most powerful tech is the one that lets you run the business without it running you. Böhler reveals his whole tech stack—including "Lobby AI" and "Gastromantic" for shift-swapping. Böhler's ambition is to grow his portfolio, and he’s crystal clear on how he’ll do it. His take: Investing in back-office automation is the only way to run a lean operation. (Hotel Tech Insider)

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