Since Charlestowne Motels was based in 1980, the South Carolina-based administration firm has constructed its popularity within the impartial house, and its portfolio now consists of greater than 60 lodges throughout the nation. Because the boutique lodge section has advanced over time, Charlestowne’s administration experience has remained constant. Even in occasions of financial uncertainty, Charlestowne strives to take care of its requirements of remarkable service, operational effectivity, and superior visitor experiences throughout its portfolio. LODGING just lately spoke with Michael Cady, chief advertising officer at Charlestowne Motels, who highlighted the administration firm’s method to preserving authenticity and its prioritization of working with native companies.
Cady mentioned that friends looking for a boutique expertise are searching for lodges that weave their native tradition, historical past, and character collectively at a extremely curated degree with out “having to have each ingredient [hit] you over the pinnacle.” Whereas incorporating native parts, just a little subtlety can go a great distance in preserving the lodge’s distinct character
“It begins with design parts that replicate the area’s heritage—utilizing regionally sourced supplies, collaborating with artisans on choose inside options, and incorporating delicate, significant native touchpoints,” Cady mentioned. “Each lodge we handle goes via a considerate branding course of, and creating a robust sense of place is important to that. By way of in-depth branding and storytelling, we form the strategic narrative and visible id of every lodge, develop the programming, activations, native partnerships, and facilities—really crafting all the model and visitor journey.”
Working with native companies is a key ingredient of Charlestowne’s administration fashion, as the corporate believes these partnerships allow the lodge to faucet into its metropolis’s character and enchantment to friends’ want for real experiences. As an added bonus, Cady defined, these collaborations assist the native economic system, creating synergy that advantages the lodge and the world as a complete.
“Partnerships with native companies are important. It’s particularly essential in secondary and tertiary cities, the place the lodge is serving as a serious a part of town’s model,” Cady mentioned. “By collaborating with native eating places, retailers, and tour operators, we’re capable of supply unique offers to our friends whereas supporting the native economic system. These partnerships allow us to include unparalleled experience into our service choices, making a community of connections that enhances each the visitor expertise and the group.”
Cady additionally emphasised the significance of partnering with corporations that match the model, story, and mission of a lodge. Slightly than having 1,000 native companions, choosing just a few which might be strongly linked to the lodge’s id will be much more worthwhile. Moreover, he mentioned it was essential to make sure basic managers and gross sales managers take part in native occasions to stay seen in the neighborhood. Serving to native companies and the general group solely advantages the lodge.
Boutique lodges have modified lately, and Cady famous that Charlestowne has seen the section develop in a approach the corporate was ready for, given the corporate’s 4 a long time of expertise. He particularly highlighted mushy manufacturers as a method for big lodge chains to entry the impartial house and purchase extra experiential choices.
With the urge for food for less-traditional locations persevering with to develop, Cady expressed his prediction that the business will see a continued shift in the direction of lesser-known areas. “Vacationers are more and more looking for open areas, alternatives to discover, and to study new locations at their very own tempo,” he mentioned. “They now not want each element to be pre-planned. As a substitute, they’re searching for fewer crowds, extra freedom, and a much less structured expertise—one that permits them to actually immerse themselves within the place.”
As the corporate is poised for momentum within the boutique lodge house, Charlestowne is continuingits owner-centric method. Offering friends with an genuine, native expertise will stay atop precedence for the corporate going ahead.
