Welcome to the first of a series of questions we ask of independent hotels across Canada.

We recently spoke with Shelley at the Mercer Hall in Stratford, Ontario.

Q: Share with us some information about your property.

A: We purchased the restaurant and hotel in May 2015.  A boutique hotel of 14 guest rooms located on the top 2 floors of a historic building in downtown Stratford Ontario.  Former home of the Beacon Herald newspaper.

Q: As an independent hotelier, what are some of the challenges you face?

A: Not having ‘brand recognition’ is a hurdle, you have to create your own brand and rely on your own budget for all sales and marketing initiatives, social media and online presence. Which sometimes can be a blessing too.    The OTA costs to a non branded hotel are high and despite the cost, you have to play in that market or your online presence isn’t there.  In a smaller hotel, your manager is also your guest service desk worker, your revenue manager, your customer service and guest relations manager, your sales and marketing and group coordinator and sometimes room attendant too which may be hard to find the right employee that is capable of wearing every hat. 

Q: What advice would you provide to owners or managers of an independent hotel?

A: Be involved from an ownership perspective, be hands on and manage with a high level of engagement.  Invest in a solid sales and marketing approach and use your local tourism association/Chamber of commerce and everything they have to offer to the max.  Give back to your community.  Be a community advocate and get involved.  People do business with people they know and like and will become a cheerleader for your property.