You Should Standardize a Lot — But Never The Soul of a Hotel: Dovetail + Co's Shawn Cioto on the Lean Boutique Hotel

This Week’s Guest:

Shawn Cioto - Vice President of Operations, Dovetail + Co LinkedIn: https://www.linkedin.com/in/shawn-cioto-914264b/

Your Host:

Zach Busekrus - Journey LinkedIn: https://www.linkedin.com/in/zachbusekrus/ Instagram: https://www.instagram.com/behindthestays/

Shawn Cioto, VP of Operations at Dovetail + Co, explains why the owner of seven hotels is taking management in-house: large management companies often miss the small, on-brand details that make independent lifestyle hotels special, from coffee sleeves and key cards to scent, lighting and music. He describes how Dovetail decides between growing its Wayfinder brand (Waikiki, Newport and Bishop) and launching new concepts like its high-design pod hotel, and the whirlwind three-to-four-week takeover of Collective Retreats in New York. With guest acquisition costs climbing through OTA commissions, accelerators and paid media, Shawn's focus is monetizing guests once they're on property. One example is adding a casual second restaurant concept at a remote hotel so guests stay the second night instead of leaving for dinner. He talks about leaning on specialist marketing partners, a creative director and a brand lead, a viral video with their Catskills pizza chef, and surprise-and-delight touches for kids like Tiny the Turtle. With co-host Ben, he digs into balancing brand standards with fun content: standardize back-of-house processes, never the soul of the hotel.