Community-First Travel: How to Localize your Property

Today's travelers increasingly seek experiences that connect them to the unique fabric of local communities. According to Expedia's 2024 Travel Trends Report, 78% of travelers prioritize having authentic local experiences over tourist attractions, with 65% willing to pay premium rates for accommodations that facilitate genuine community connections. But establishing these connections is easier than it might seem. Here are our top tips for success:

1. Partner with Local Economies

When hotels and vacation rentals become part of their communities, they create more authentic experiences for visitors as well as goodwill amongst locals. This is not only a benefit for guests, but also sets your property up for success in the long run. A 2024 American Hotel & Lodging Association study found that properties with robust local business partnerships see 22% higher guest satisfaction scores and 18% higher likelihood of repeat visits.

• Input local businesses in your supply chain where possible
• Highlight local craft, art, or music fairs
• Partner with local business bureaus and conferences

2. Welcome Local Artisans & Storytelling

Every destination has a local flare that guests are seeking. Community-integrated properties put these stories at the forefront. Marriott's Autograph Collection properties command a 27% premium in ADR compared to properties with similar amenities but generic theming, according to JLL analysis. This personalization can be as simple as local recommendations in a guidebook or a calendar of local events and festivals – there’s no need to completely transform your property.

• Feature local art and artists throughout your property
• Train and encourage staff to share authentic local stories
• Adapt based on local events, concerts, or conferences

3. Create Spaces for Guests and Locals to Enjoy

The most innovative properties blur the lines between "guest amenities" and "community resources". The Ace Hotel group's Portland location reports that 40% of food and beverage revenue comes from local residents rather than hotel guests, creating a vibrant atmosphere that becomes a key selling point for the property.

• Create multi-use spaces that serve both travelers and residents
• Host local events that encourage interaction between locals and visitors
• Recommend local gathering spaces or hidden gems

Implementation Strategies for Properties of All Sizes

Community integration isn't just for boutique brands or luxury properties. All property types can implement this approach:

• Hotel Brands: Create flexible brand standards that allow for meaningful local adaptation while maintaining consistency where it matters.
• Independent Hotels: Redesign public spaces to encourage mingling between guests and locals, leading to increased ancillary revenue and reduced marketing costs.
• Vacation Rental Operators: Develop neighborhood guides created by actual neighbors, not marketers. AirDNA data shows rentals with personalized local experience offerings command 24% higher nightly rates.

The Business Case: Community Connection Drives Performance

The financial benefits of community integration are increasingly clear:

• Premium pricing: Properties with strong community integration command 15-20% higher rates (Deloitte, 2024)
• Marketing efficiency: Community-integrated properties generate 3.7x more organic social media mentions (Cornell Hotel School)
• Staff retention: Properties with strong community connection programs see 32% lower frontline staff turnover (McKinsey, 2023)
• Crisis resilience: During the 2020 pandemic, properties with strong local support recovered 37% faster than isolated properties (STR data)

Looking Forward: The New Competitive Advantage

As the hospitality industry faces increasing competition and commoditization, community connection offers a path to meaningful differentiation. The most successful properties of the next decade will be those that most effectively serve as local ambassadors – not just providing beds, but bridges to authentic local experiences.