The David’s Playbook Against the Goliaths of Hotels

How small hotel brands can differentiate and matter more

In my last post, I talked about the small and independent hotels that face their own Goliaths—the lack of deep pockets, leaner teams, and the very real pressure to prove you belong. But like David, small doesn’t mean weak. It just means you need a different playbook. 

I also shared that if you get a few core things right—your purpose, your guest promise, and your internal clarity—you’ve got a fighting chance. From there, the next step is differentiation. 

Here’s what I’ve learned about building brands that do more than survive. These are the same principles we’ve used to develop hotels that lead with heart, serve with intention, and still manage to stand out in a sea of sameness. 

1. Uniqueness is Power

You can’t win by being everything to everyone. But you can win by meaning everything to the right guests. 

Guests are drawn to brands that own a distinct point of view—whether it’s eco-conscious travel, local storytelling, or culinary-driven getaways. The sharper your identity, the deeper the connection. 

Case in point: When we took over Crimson, we saw a clear gap—no local resort brand truly owned the premium, 5-star space while staying rooted in authentic Filipino warmth. That became our territory, and we committed to it fully: globally appealing, deeply local, and unmistakably human at the core. 

It’s not about creating something out of thin air. It’s about recognizing what’s already yours, sharpening it, and standing proudly in it. Your uniqueness is your power—if you choose to own it. 

2. Make the Guest the Center of the Story

Forget scripts. Focus on sincerity. Small operators can outperform larger brands in one critical area: emotional intelligence. Your teams are closer to the guest, the feedback loop is shorter, and there’s less red tape between insight and action. 

But personalization without consistency falls flat. That’s where service excellence comes in. Train your teams not just to meet standards, but to understand intent. When your people know why something matters to the guest, they show up with care—not just compliance. 

Case in point: At Crimson, even the smallest gestures are designed to carry weight — a handwritten note in our custom pens, a meal plan built for a traveling foodie, or a room setup tailored to a guest’s quirks. But execution isn’t enough; your people need to understand the “why.” That’s how it becomes more than service — it becomes care. Eventually, it becomes your culture. 

Memorable stays don’t come from big gestures. They come from the littlest actions to real connections. 

3. Be Where You Are

Being part of a place is different from just being located there. Yes? 

Guests today crave more than just a beautiful view—they want to feel where they are. 

Incorporating the local culture, history, and flavors into your hotel’s design and experiences isn’t just a nice-to-have—it’s a competitive edge. From architecture and art to what’s on the plate and what’s on the shelf, every touchpoint is an opportunity to ground your property in a sense of place. 

Case in point: We created Live Love Local back in 2020 to make that connection tangible. It started as a way to showcase local craftsmanship in our resort kiosks. But we didn’t just stock generic souvenirs. We worked with local artisans, told their stories, and curated items that reflected the culture of each destination. 

Now, the program has evolved into a signature experience across our properties. It gives guests something unique to bring home—and gives our locations a deeper sense of identity. 

Look around your community. Who are the culture keepers? What stories are rooted in your soil? These people, places, and narratives aren’t just part of the backdrop. They shape your identity as much as your logo or lobby ever will. 

4. Build a Smart, Honest Online Presence

 

Your digital presence is often the first impression—and sometimes the only chance—to show guests who you really are. 

In a sea of identical content—sunsets, infinity pools, drone shots—most hospitality marketing starts to blur. That’s why we choose to show up differently. We focus less on perfection, more on perspective: sharing the people, the process, and the pulse that bring our spaces to life. The story behind the welcome drink. The hands that set the table. The early mornings, the little wins, the personality behind the polish. 

We aim to be intentional online—showing real work, highlighting real people, and letting our energy come through. Unfiltered, but well-framed. 

Guests are more than happy to tell your story too—if you give them a reason. Encourage user-generated content by creating moments worth sharing. Thoughtful design, personalized touches, and small surprises all make great fuel for content.  

Case in point: When working with influencers, for example, we’re selective. We don’t chase numbers. We look for alignment. We’re clear on what the collaboration should achieve, and we agree on how success will be measured. 

Remember, reach is fleeting. Resonance sticks. 

5. Make Big Places Feel Small

 

Guests don’t remember the square footage. They remember how they felt. 

That’s your advantage. As a smaller or independent hotel, you’re not bound by brand templates or rigid layouts. You can be personal. You can be specific. You can make every guest feel like the stay was made just for them.  

It starts with space—but not necessarily size. Cozy corners, thoughtful layouts, warm lighting, and design details rooted in local style and culture all add up to a sense of care. A sense of place. A sense that someone thought this through. 

Case in point: Even in our larger resorts, we design with intimacy in mind. Through layout, lighting, furniture, and local design elements, we create spaces that feel personal — not just impressive. 

If you can make a hundred-room property feel like home, you’re doing something right. 30 rooms or 300, focus on how each space can reflect care and character. It changes everything. 

6. Don’t Just Sell Rooms. Create Experiences.

 

Today’s guests aren’t just booking beds—they’re seeking stories. Stories they can keep; stories they can tell someone else about. 

More and more, we’ve leaned into experience as the true differentiator. Omakase dinners where chefs speak directly with guests. Cooking classes that highlight local ingredients. Masterclasses with stories behind every cocktail. These aren’t just activities—they’re anchors. The kind of moments guests retell long after guests have unpacked. 

Case in point: Our Omakase experience is not just a dinner—it’s a dialogue. Guests sit face-to-face with the chef, who walks them through each dish, each pairing, and even the provenance of ingredients flown in from markets in Japan. It’s immersive, intimate, and uniquely ours. 

This kind of storytelling matters. Because your best marketing tool is a guest who leaves with a story. 

So, curate intentionally. Host events that don’t just fill seats but create meaning. 

The Bottom Line: Be Meaningfully Different

Standing out isn’t about turning up the volume—it’s about tuning into what truly matters. 

We’ve seen it time and again: the most memorable brands don’t just show up—they show up with purpose. It’s not about doing more; it’s about doing what aligns. When your brand reflects real values and your team brings them to life, guests don’t just notice—they connect. 

You don’t have to match the big players dollar for dollar. 

You need to out-care them, out-think them, and show up where it matters most.