Skift Editor-in-Chief on Why Hotels Are Going Independent

What if the biggest competitive advantage for the next generation of hotel owners is knowing when not to fly a flag?

In this episode, Skift Editor-in-Chief Sarah Kopit - formerly a managing editor at Bloomberg - joins Hotel Tech Insider to unpack why more hotel owners are questioning the economics of traditional franchise relationships. Her reporting reveals a surprising shift: while actual de-flagging remains relatively limited, the conversation around independence has moved from fringe idea to legitimate strategic option for owners evaluating expiring franchise agreements.

For experienced hoteliers, the episode goes beyond the usual “brand vs. independent” debate and gets into the operational mechanics making independence more viable.

What you’ll learn:

• How technology is changing the franchise value equation. Modern PMS platforms, distribution tools, digital marketing, AI, and third-party management companies increasingly allow owners to assemble capabilities that were once difficult to replicate outside a major brand ecosystem.
• How to evaluate whether your brand is actually generating enough demand. One franchise attorney Sarah interviewed suggests owners should closely examine how much business the brand and loyalty ecosystem truly deliver—and reconsider affiliation if that contribution doesn’t justify the economics.
• What hotel owners need to replace when they deflag. The episode breaks down the practical transition: financing, PMS selection, distribution, branding, digital presence, Google reviews, and customer acquisition. One owner even unlocked an entirely new demand channel through Airbnb after becoming independent.

One of the most surprising insights is that the motivation to leave a franchise isn’t always about eliminating fees. For one owner profiled by Sarah, independence was primarily about gaining control over the product, brand, and guest experience - and using that freedom to grow revenue rather than simply cut costs.

The episode also explores where the major brands still retain meaningful advantages, particularly loyalty programs, and why improved access to financing could further accelerate the independent hotel movement.

For owners approaching a franchise renewal, this conversation offers a practical framework for asking a more important question than “Should I deflag?”: What capabilities does my brand provide today that I could - or could not - recreate myself?

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