independent hotels

In this new series, we spotlight independent hotels to learn more about the everyday challenges, rewards, and opportunities of running an independent property.  

Location: Thibodaux, Louisiana 
Occupancy: 94 rooms
Open: Year-round
Website: thecarmelinn.com

Surrounded by large oak trees and southern mansions along Bayou Lafourche, the Carmel Inn and Suites is a Louisiana landmark known for its family-run hospitality, which includes complimentary morning breakfast. We chatted with operations manager Rhonda R. Gaubert to learn more about running a successful independent property in the heart of Cajun country.

Tell us a little bit about your property – its history and what makes it unique.

Rhonda: Well, this area and this property is filled with history. In fact, we’re a historic landmark hotel. In 1855 it was a convent and then a catholic high school. My husband’s family – the Gaubert family – bought the building and in 1973 transformed it into a Holiday Inn. It operated under other flags as well but, in 2009, the hotel was restored to reflect its history and was renamed the Carmel Inn & Suites. My husband, Greg Gaubert, is managing partner and owner and our family has been running it since then. Today, it’s ranked the #1 hotel in Thibodaux by TripAdvisor.

How do you advertise/promote your property – through Trip Advisor? Word of mouth?

Rhonda: We definitely depend on online reviews and bookings through TripAdvisor and Expedia. We also have a great relationship with Nichols State University, which is located in Thibodaux, so word of mouth is very important to us. We treat our guests like family, whether they are parents visiting their college student or visitors who are part of the medical tourism and eco-tourism in the area. 

Do you cater to a certain type of demographic? (family friendly vs more catered toward adults/honeymooners, etc.)

Rhonda: You might be surprised but we have hosted people from all over the world. We even have a translator available at the desk who can translate in 10 different languages. It’s not just the university drawing them. There are others who visit our part of the bayou system, and all the historic plantations nearby. We also have had many movies filmed in and around Thibodaux, like the Ray Charles story, “The Haunting,” and “The Butler.” We’ve had more than a few Hollywood actors stay here at the hotel.

What are some of the pain points you have when it comes to buying products/supplying your hotel with products?

Rhonda: We are a mom and pop operation, so our budget is tight, and we don’t have the storage to buy supplies in bulk. That can be challenging when there are purchase minimums on certain items. So we have to be very strategic about ordering what we need for the property. But we also try to offer a local feel. Our bath soap is from a local organic distributor, and our coffee is from a Louisiana brewer. People notice when you use eco-friendly products that are unique to your community.

What advice would you give to those new to owning/managing an indy hotel?

Rhonda: Well, you have to understand that it’s a life commitment. You have to be fully involved to make it work. We treat our 24 employees like family, so they are also invested in our success. It does take time and effort. We are not New Orleans, Baton Rouge or Lafayette, so it has taken some time for more people to know about us and know about the different activities and attractions in our area. Every year, we welcome more guests. 

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In this new series, we spotlight independent hotels to learn more about the everyday challenges, rewards, and opportunities of running an independent property. 

Location: Beverly, Massachusetts
Occupancy: 13 rooms
Open: Year round

The Cabot Lodge truly embodies the saying, “good things come in small packages.” Its petite, cozy guest rooms are inspired by the West Indies as well as the sleeping quarters of historic New England Clipper Ships, offering guests both historical charm and modern amenities.

Having just opened its doors in late October 2019, The Cabot Lodge may be new to Beverly, but it’s already creating a lot of buzz. We chatted with Head of House Annie Brown Coe to learn more about opening, and running, a successful independent property.

Q. Tell us a little bit about your property – its history and what makes it unique.

Annie: The concept is built around the local history of Beverly. The founding families of the city were in the shipping and trading industry in the 18^th century. They did a lot of trading in the West Indies. So, our property is influenced by the West Indies as well as colonial New England. The furniture design is bright and fun, and it’s something that draws the eye, especially for people coming off the street or viewing our property on the website. It’s a fun, different experience.

Q. How do you promote your property?

Annie: Before we opened, we didn’t have a product, or guests, so we were relying on word of mouth. Since we’re near Salem, Halloween is a huge draw, so opening in October was our target. Guests had to book early and take a risk booking a hotel that wasn’t even open yet.

Now that we’ve had guests, we have glowing reviews that help drive awareness and visits. My true belief is the guests should tell the experience – their words will set the expectation for the next guests. If they evangelize, then that’s the best marketing we can ask for.

Q. Do you cater to a certain type of demographic?

Annie: We are learning as we go. So far, we’ve had a mix of business travelers, couples, and families. Around Halloween, especially, we had a lot of tourists who traveled here from all over the world. It’s still a little too early to tell what our sweet spot is, but we’re tracking with data so we can learn and evolve.

Q. What are some of the biggest challenges when it comes to buying products?

Annie: In a boutique space, you want it to be customizable and genuinely unique. Buying in small quantities and sampling products can be a challenge. Compared to a 100-room hotel, a 13-room hotel is hard to purchase for, because we don’t need the large case quantities.

That’s why I really appreciate the level of service I receive from my rep at American Hotel. It’s clear that American Hotel cares about boutique hotels because of how accommodating they are even for a small purchase.

It’s also important to be scrappy and do your research to find the best products at the best prices. All in all, it’s about finding the right partner to help you navigate purchasing issues and find solutions.

Q. Are there certain amenities that are unique to your hotel?

Annie: A lot of what we feature is local, and our guests notice and appreciate that. We source everything from soaps and shampoos to coffee and chocolate locally.

Anything that the guests are touching or consuming needs to be of the highest quality – whether it’s sheets, mattresses, or consumables. So those are the things we spend the most time vetting. We also continuously survey guests and provide that constructive feedback to the vendor.

Q. What are some other roadblocks you face as an independent hotel? How do you overcome these challenges?

Annie: One of the biggest challenges is having brand power over bigger brands or legacy names. Some of the local hotels have been here a long time, and customers may have loyalty points with a certain chain, so they’ll go with them. I’m working hard with my team to get positive reviews so we can overcompensate for some of those challenges with really happy guests. If people spread the word, they become our ambassadors.

Q. What are some general trends you’re seeing for independent hotels?

Annie: Overall, guests are more involved in their hotel selection. It’s so easily accessible these days to learn about a property – there is amazing transparency.

Another trend I’m seeing is that guests are traveling more efficiently, because they are traveling more often and don’t necessarily stay in one place for a long time. For example, hotels are doing away with dressers as a space-saving method. It’s a very Millennial, business travel-driven trend.

We’re also trying to stay on the cutting edge when it comes to technology. The challenge is finding balance between using technology to make things like checking in and out more convenient for guests, while also providing that personal touch.

Q. Since you just opened your property, you are in the thick of it, but what advice would you give to those new to owning or managing an independent hotel?

Annie: What stands out the most is listening to your guests. While you need to have a good gut instinct to make decisions, it’s also important to take guests’ needs into consideration. You also need to budget appropriately and think ahead about what you’re going to need in the future.

Lastly, you must stay on top of hotel trends and make sure your property doesn’t get outdated or shabby. Things are changing, and if you don’t face the facts, you’ll fall behind. 

 On our blog: A peek inside Cedar Motor Inn

In this new series we spotlight independent hotels to learn more about the everyday challenges, rewards, and opportunities of running an independent property.  

• Location: Mount Shasta, California
• Occupancy: 65 units
• Open: Year round

Nestled at the base of beautiful Mount Shasta and overlooking pristine Lake Siskiyou, Mount Shasta Resort offers its guests romance, recreation, and relaxation.

We chatted with hotel manager Carol Nunes about what makes the resort and its guests so special, and some of the creative strategies her team employs to maintain a successful independent property.

Q. Tell us a little bit about your property.

CN: Our hotel has been here for about 23 years, and it’s truly a magical, spiritual place. In fact, we have many spiritual groups who visit us. We also get a lot of wildlife in the area – it’s just very peaceful.   

In terms of lodging, we offer chalets along the lake as well as standard hotel rooms, some of which include a jacuzzi. We often hear from guests that they feel at home, and they enjoy how quiet, relaxing, and soothing of an experience it is.

Q. What would you say draws visitors, both new and repeat, to visit?

CN: We do have a lot of regulars who come every year. Fourth of July is a popular time, as well as Christmas. Often, as guests leave they make reservations for the next year.

What draws people here, and makes them want to come back, is the unique experience. It’s a place where people like to come and spend quality time with their families. You can relax or you can do activities, such as skiing and hiking. It truly feels like home.

We also attract a lot of people for weddings and events, given the picturesque backdrop. We have a beautiful wedding site. People also like to celebrate their anniversary here – we’ve had some who have been coming for 20 or 30 years. This is their getaway place – a place where they can release some stress.

Q. How do you spread the word about your property?

CN: We are constantly promoting ourselves in order to gain exposure. We advertise in local Bay area magazines and run TV promotions as well. We also send out email blasts to our email subscribers offering specials. And of course, there’s word of mouth from our guests who have stayed at our property and share their positive feedback with their friends and family.

Q. What are some of the amenities that are noticed by your guests?

CN: It’s an exciting time, because we are in the process of installing large dispensers in the shower to replace the individual-sized bottles. This is due to the new California law banning their use in hotels. But I think this will be a positive change. Not only will it save on costs and labor and create less waste, I believe it will also be well-received by our guests.

Q. What are some pain points when it comes to buying products for your hotel, and how do suppliers, like American Hotel, help you navigate those issues?

CN: I would say our main pain point as an independent hotel is pricing – finding quality items, but at a good price. We’re also always keeping tabs on shipping costs and working with suppliers to ensure we get the products we need on time.

I have a great relationship with our rep at American Hotel. She’ll go out of her way to find a product I’m looking for or help solve a problem. We have a fun but professional relationship – and we work well together to solve any problems that may arise.

Q. What are other challenges you face as an independent hotel?

CN: Weather is a big factor. For example, if there’s no snow, then that can negatively impact us. And the recent fires and smoke have caused issues.

Awareness is also a challenge, since we aren’t as visible as other hotels. There is a chain hotel in the area that is right off of the freeway, so they have more visibility. We also do compete somewhat with Airbnbs for weddings. A new trend is for houses in the area to rent out their backyard – which has the mountain behind it – as a location for weddings.

We combat all of this by getting out there and advertising, as well as creating unique specials and packages that differentiate us and draw people in. For instance, we have a lovely spa, so we’ll create specials that include a spa discount with your stay.

Q. What advice would you give to someone new to managing or operating an independent hotel?

CN: It takes a lot of effort to get your hotel’s name out there, so it’s important to find unique ways to promote yourself. You also need to have a budget and be mindful of how you spend your money – especially when it comes to purchasing.