The ballroom lights are identical. The check-in desk looks familiar. The coffee tastes… branded.
You’ve been here before, or at least it feels that way.
For meeting planners tasked with organizing everything from executive retreats to massive sales kickoffs, the hotel selection process can feel like a tug-of-war between a well-worn safety net and a blank canvas.
Do you go with the name everyone knows?
Or take a chance on something a little less predictable and potentially a lot more memorable?
This tension plays out in planning offices every day. And no one understands it better than Mousumi Johnson, Director of Global Accounts at Benchmark Resorts & Hotels by Pyramid Global Hospitality. She’s worked on both sides of the aisle and knows exactly what’s at stake when a planner is weighing branded consistency against independent creativity.
When selecting the right venue for meetings and events, it often comes down to this: familiarity or flexibility.
So, if you were in the planner's shoes, which one would you choose?
Standardization Comes at a Cost
Booking a branded hotel can feel like the safe option.
Mousumi says, “Planners and travelers get familiar with the Marriott brand, the Hilton brand, so they know what to expect.”
The predictability of branded hotels is no accident; it’s built into the blueprint. Loyalty programs, standardized amenities, and guaranteed group inventory make them appealing for large-scale meetings like annual sales kickoffs.
But predictability often shows up in other ways: rigid policies, templated experiences, and a one-size-fits-all approach.
“You get consistency,” Mousumi explains, “but the corporate structure often can translate into rigidity, the lack of creativity, the uniqueness.”
In other words, if your meeting could use a bit more magic, independents really shine.
The Case for Going Off-Brand
Independent hotels, on the other hand, are the wildcards in the best way possible.
They’re not built around cookie-cutter experiences — they’re built around character.
According to Mousumi, planners turn to independent properties “for the flexibility, the creativity, the transformative experience, really.”
Whether it’s a think tank retreat for 12 or a mid-size leadership summit for 300, independent hotels come in all sizes and with a unique sense of place.
But there’s a tradeoff: “Higher rates, no loyalty program, and limited group inventory” are common hurdles, Mousumi says. Plus, without a big brand logo, these properties don’t always get the first call.
Which brings us to a big challenge independent hotels face: visibility.
“I see travelers and meeting planners defaulting to brand recognition,” she says. “But once they step into an independent, they can see the difference right away.”
That difference? It’s not just the treehouse suites and lobby art. It’s the people, the place, and the possibility of creating something unforgettable.
Marketing, Mindset, and Muscle
So how do independent hotels punch above their weight in a world dominated by loyalty programs and massive ad budgets?
According to Mousumi, Benchmark helps these properties shine by putting their distinct stories front and center.
“The marketing efforts at every property level is so unique,” she says. “They stand out because they’re not confined to corporate campaigns.”
It’s not just slick marketing either.
It’s hiring and retaining people who care.
“It’s very simple. It’s the people that make the difference,” Mousumi says. “Investing the time to train employees and keeping them. That’s what creates loyalty that doesn’t require a points program.”
In a crowded industry, humans still win over hotel points.
When Treehouses Beat Room Blocks
Need a real-world example of indie hotel magic? Mousumi shares her favorite win.
“I booked one of the episodes for The Bachelorette, the 20th season,” she says. “They were looking for a unique property in a unique destination.”
Enter: Skamania Lodge, nestled in the Pacific Northwest.
This isn’t your average conference hotel. Think sweeping landscapes, unforgettable guest rooms, and actual treehouses — yes, treehouses — where guests sleep among the treetops.
“You’re not gonna find that too often with the brands,” Mousumi laughs.
That kind of wow factor doesn’t just make great television; it makes great meetings.
So, Which One Should You Book?
It all comes down to what you value.
Need a ballroom with 500 chairs, predictable pricing, and a rewards program that keeps your CFO happy?
Branded hotels deliver on all of that, and they do it quite reliably.
But if you’re designing an event that’s more retreat than repeat, the indie route opens up creative possibilities you just won’t find in a franchise.
Mousumi says it best: “Ask yourself this, how familiar are you with our destinations? Get to know us.”
Because sometimes, going off the beaten path leads to better outcomes and maybe even a treehouse view.
