The midscale disruptor hotels have been waiting for

As co-founders of Magnuson Hotels and the new Mayfield brand, Thomas and Melissa Magnuson are reimagining what independence means in hospitality. Mayfield is a global collection of midscale hotels that champions individuality, community and purpose—empowering owners to grow on their own terms while serving the people who keep the world moving.

Here, Thomas and Melissa Magnuson share how Mayfield is helping independent hoteliers redefine success through freedom, technology, local and global marketing and a renewed focus on people, while also giving guests unique and meaningful experiences.

—Interview by Jennifer Glatt, edited by Lesley McKenzie

What gap did you see in the market that Mayfield was designed to fill?

 Since founding Magnuson Hotels in 2003 as an alternative to traditional franchise operations, we’ve seen independent hotel owners forced to choose between going it alone as an independent or signing restrictive long-term franchise agreements with high fees, rigid rules, expensive mandated procurements and outdated systems.

In a globalized world, it can be difficult for locally owned hotels to compete with the big chains, and many have traded their identities for franchise models that erode their sense of pride, connection to their business and the local community. 

Mayfield was created as a response to this reality. It is a category creator and a true differentiator within the independent midscale sector. Our mission is to protect hotel owners' rights and help them grow with the strength of our global brand while staying true to their identity and connection to the community. 

The midscale space has become increasingly competitive. In what ways does Mayfield differentiate itself? 

We see ourselves as a category creator in the midscale space, offering a community-driven alternative to industrialized franchising. While traditional franchises and soft brands continue to expand, many rely on models that extract value from small towns and local economies through rigid mandates, inflated central purchasing and costly requirements. Mayfield takes the opposite approach by focusing on value creation: empowering independent owners, supporting local businesses and strengthening the communities where our hotels operate.

We celebrate individuality and encourage owners to showcase the full character of their hotel. They can source supplies, services and partnerships locally instead of being tied to centralized procurement lists. This creates real economic impact by preserving local jobs, keeping spending within the community and supporting public services through increased local tax revenue.

Our approach also enhances the guest experience. Local suppliers, authentic personality and human hospitality create memorable stays that stand apart from the standardized feel of many franchise brands. By combining this individuality with strong technology, revenue and marketing support and community-minded principles, Mayfield offers a model that is competitive and rooted in supporting local communities.

How does Mayfield’s platform give independents both control and competitive edge? 

We focus on giving independent hotel owners the freedom to run their property their own way, without the heavy brand mandates or forced upgrades that often come with traditional franchise models. We have built an open ecosystem and scalable platform that allows owners to keep their individuality while amplifying the character, charm and community connection that make their hotels unique. Our goal is to empower owners to grow their business on their own terms, create local jobs and contribute meaningfully to their communities.

We balance that freedom with the tools and infrastructure independents need to stay competitive. Through a combination of smart technology and targeted marketing, we help lift independent hotels above the chains. A major part of that work involves reaching essential business segments that are often overlooked by larger brands, including traveling nurses, government workers, construction and infrastructure teams, logistics workers and other critical workforce travelers who create stable year-round demand. Our distribution tools, AI-driven pricing and dedicated revenue support help hotels capture this business directly, increasing occupancy and strengthening revenue resilience. Alongside this, we expand global reach through OTAs, 650,000 GDS (Global Distribution System) agents and a flexible loyalty platform that drives direct and repeat bookings while keeping control firmly in the owner’s hands.

We believe independents should never have to choose between authenticity and performance. Our approach gives them both.

Operational freedom is central to Mayfield’s model. How do you balance that flexibility with the consistency travelers expect?

Operational freedom and guest consistency can absolutely work hand in hand. Our approach is deliberately consultative: we don’t dictate how a hotel should run, but we offer real-time support from experienced teams who understand the owner’s market, challenges and goals. We help owners elevate performance on their own terms, offering guidance on everything from pricing and positioning to guest experience and operational best practices without ever imposing rigid brand standards.

At the same time, guests want confidence in what their stay will feel like across the collection. That’s why all Mayfield hotels must meet an aggregate positive review score to join, ensuring a strong baseline of quality from day one. We also offer Guest Experience Principles: seeing and connecting with every guest, making their money go further, helping “make it happen,” celebrating what makes each hotel different and bringing the local community in. These principles aren’t rules, but inspiration: they help owners shape memorable, consistent moments while still expressing their own identity. We support them with tools like photography (and guidance), blogs, storytelling and best practices for managing guest reviews, giving each property the resources to stand out while contributing to the “red thread” that subtly ties our independent hotels together into a trusted collection.

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