“Be smart. Be fast. Be local. It’s how you win against the compset.”

I work with a lot of independent and boutique hotels and resorts in the Caribbean, and people always ask, how do you compete with the big brands and their big budgets.

My answer? We don’t try to outspend them—we outmaneuver them.

I’ve worked for big brands. I know what it’s like to wait for multiple layers of approval just to try something new. The process is slow, rigid, and often out of touch.

But with independents, you can do things differently. You can move fast, test ideas, and pivot in real time. That’s where the advantage lies.

A prime illustration of this approach comes from a project with a luxury hotel in Jamaica where we initiated a partnership with a highly authentic, grassroots organization focused on sustainable farming and local cuisine. They came in and did a kitchen takeover, providing training for the chefs and introduced several innovative, local plant-based dishes.

It wasn’t just a nice dinner—it became a story. We turned it into packages, PR, and got exposure both locally and internationally. Guests loved it. It was different. It was Jamaican.

That’s the advantage independent hotels have. They can be bold, hyper-local, and tell their story in a way the big brands simply can’t. You might have bike tours that wind through villages, stopping for fresh mango and roadside snacks, or local artisans who become part of the guest experience.

These aren’t manufactured moments; they’re real, immersive, and unforgettable. And that’s exactly what today’s travelers are looking for.

Many independent hotels haven’t been exposed to these kinds of approaches or tools that can move the needle. Sometimes their departments are siloed and not talking to each other. Or sometimes they don’t know about things like consortia programs or business intelligence tools that show where business is coming from and how to go after it.

The value of bringing in someone who can connect the dots and help them see what’s possible can be a game changer for these properties.

That’s where the opportunity is. Not trying to compete head-to-head with the big guys but finding your space.

Being smart. Being fast. Being local.