As travel becomes increasingly standardized, guests are seeking hotels with a stronger sense of place, authentic character, and memorable experiences.
That shift is creating new opportunities for independent hotels, which are uniquely positioned to deliver the personalized stays travelers want.
Jenn Parks, Vice President of Development in North America for WorldHotels, has seen this evolution firsthand. From working the night shift at a New Hampshire front desk to helping grow a global portfolio of independent hotels, she has built her career around understanding what makes a property stand out.
She believes the future of hospitality belongs to hotels that balance authenticity and innovation, using technology to enhance the guest experience while preserving the human connection at its core.
[Watch Jenn’s full interview series on YouTube]
The Rise of Independent Hotels
Today’s travelers want more than a place to sleep. They are seeking experiences that feel authentic, memorable, and connected to the destination.
“Coming out of COVID especially, travelers are craving truly authentic experiences more than ever,” Jenn shared. “They want to make memories. They’re not looking to just lay their head and have a mundane or expected experience.” — Jenn Parks
Independent hotels are uniquely positioned to meet that demand by creating experiences that reflect their location, community, and ownership’s vision. However, many also need access to the technology, distribution, and resources larger brands have spent decades building.
Collections like WorldHotels help bridge that gap, allowing owners to maintain their individuality while benefiting from global reach, loyalty programs, and sales support. The opportunity is not choosing between personalization and scale, but finding the right balance between the two.
Technology, Personalization, and the Human Connection
Technology is transforming the guest journey, giving hotels new ways to anticipate needs, personalize experiences, and create more seamless stays. But for Jenn, technology should enhance hospitality, not replace the human connection at its core.
“I am a big proponent of using technology where it can help and not replacing human interaction with it.” — Jenn Parks
The most successful hotels will understand where technology adds value and where people make the difference. Mobile check-in and personalized recommendations can enhance a stay, but genuine hospitality still comes from making guests feel recognized and understood.
Luxury has traditionally been defined by premium amenities, exceptional design, and elevated service. Today, it is becoming more personal.
For Jenn, the most memorable experiences are the thoughtful details that make guests feel known.
“Luxury is less about standard amenities and more about a feeling. When I arrived one time to a really cool property in Key West, the GM left me a handwritten note, a bag of popcorn, my go-to snack, Sour Patch Kids, and Diet Coke. I was like, ‘Thank you for knowing me.’ That makes you feel so much more welcome.” — Jenn Parks
As personalization reshapes guest expectations, travelers want experiences tailored to their needs and preferences. Whether they value convenience, local recommendations, or unique experiences, they want to feel recognized.
The Leaders Shaping Hospitality’s Future
From evolving guest expectations to new technology and shifting ownership models, hospitality leaders must be willing to adapt.
“The leader who is going to be successful in hospitality has to be able to adapt and almost shapeshift,” — Jenn Parks
Adaptability is especially important as hotels navigate relationships between owners, management companies, and asset managers. Strong leaders align different perspectives around a shared vision, communicate clearly, and remain open to new ideas.
That same openness is essential to creating stronger pathways for women in hospitality leadership. While women continue to make progress, greater representation at the highest levels requires intentional support from executives, owners, and industry leaders.
For Jenn, visible commitment can make a significant impact.
“When you see an owner or executive being public and talking about what they’re doing to encourage women in leadership, it naturally gives women working there the feeling of, ‘I’m really valued and this company really cares about this.’ It’s a game changer.” — Jenn Parks
Creating stronger pathways requires mentorship, sponsorship, and leaders who actively invest in the next generation. As the industry continues to evolve, the leaders who embrace new perspectives and create opportunities for others will help shape a more innovative and inclusive future.
What’s Next for Independent Hotels
As travelers seek more meaningful experiences, independent hotels have a unique opportunity to shape the next era of hospitality.
From remote luxury retreats to creative concepts that challenge traditional hotel models, the industry is moving toward experiences that feel more distinctive and personal.
“Creativity is the differentiator between big brand hotels and independents,” Jenn shared. “Brands are proliferating, and people are getting tired of the same experience and lack of creativity. Independent hotels should be encouraged to think outside the box.” — Jenn Parks
The future of hospitality will belong to hotels that combine creativity and innovation with authentic, human-centered experiences.
Join The Conversation
If you would like to share your perspective or be a guest on an upcoming episode of SpotOn, please reach out to Tiffany Gabriel at tiffany@getocra.com.
About Ocra
Ocra is the first AI-powered revenue management platform purpose-built for hotel parking assets. Hotels use Ocra to sell underutilized parking inventory to non-guest customers without adding labor or disrupting operations, increasing net operating income (NOI) while never compromising guest parking.
25+ hotel groups partner with Ocra to achieve optimum yield of their parking assets – including MCR, Starwood Capital Group, Aimbridge, Stonebridge, Highwood Properties, Concord Hospitality, and OTH Hotels & Resorts. Ocra has raised $10M in strategic funding to date – $3.5M in an oversubscribed round in April 2024 led by MCR and Parker Technology, and $5M led by Trestle Partners with significant follow-on from MCR in August 2025.
Ocra was named the winner of the 2026 ALIS Tech Challenge and was ranked #1 overall on Hotel Tech Report’s Global Best Parking Management software list in the 2026 HotelTechAwards.For more information, visit getocra.com or email info@getocra.com.
