As major hotel brands like Marriott, Hilton and Hyatt spin off boutique lodging concepts, independently owned hotels are striving to differentiate themselves. One tactic? Staying competitive by providing more unique experiences and superior technology offerings.

There are several distinct categories that fall under the boutique hotel class: lifestyle, soft brand and independent, said McWhinney Chief Investment Officer for Hospitality Dave Johnstone, a panelist for Bisnow’s Denver Hotel & Lodging Forum Aug. 22 at the J.W. Marriott Cherry Creek.

Lifestyle hotels are brands within a larger chain such as AC Hotels by Marriott or Hyatt Centric. Soft brand hotels have a franchise affiliation but maintain their own identities — The Elizabeth in Fort Collins, for example, is part of Marriott’s Autograph Collection. Independent hotels have no brand affiliation.

Click to read more.