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Creativity the great disruptor for independents (HOTELSMag.com, 2017)

By: Jeff Weinstein

“……Standardization sucks the life out of spontaneity. Benioff, whose company is a real estate investment banking and advisory firm, said that while there are “many shades of gray when it comes to independent products,” autonomy and not size is what defines the concept and why he eschews terms such as “boutique.”

Warner shared that standardization often forces “unnatural exchanges” between staff and guests and makes capturing a local feeling difficult. He went on to say that “like a gateway drug,” the large brands are getting a traditional audience comfortable with the true independents by creating ‘chameleon products’ which act like indies but that are still flagged.”

 

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