The Boutique Hotel Conundrum: Expand the Brand or Build a Collection? — Quentin Incao, Q Hospitality Management

Picture this: You’re road-tripping through the Pacific Northwest, and you pull up to a stunning, cliffside micro-resort where elk roam the grounds and the ocean waves crash in the background. Or maybe you’re in the heart of a bustling city, checking into a boutique hotel that oozes local charm and creativity. The problem? These days, everyone from massive chains to up-and-coming brands wants a piece of that “boutique” magic.

In this episode, I’m joined by Quentin Incao, founder of Q Hospitality Management, a company that specializes in operating and consulting for some of the most unique boutique properties around. Quentin’s career has taken him from managing iconic independent hotels to building experiential outdoor resorts that redefine what luxury means.

We dig into the boutique dilemma: Why are big brands suddenly obsessed with being “boutique”? Has the term lost all meaning now that every major hotel chain has its own “indie” spin-off? And most importantly, how are the real independents – the ones that actually care about authenticity and unique experiences – pushing back?

Quentin and I discuss:

• The rise of brand operating companies and why they’re becoming more common in the boutique space.

• What makes a great operator for a glamping resort versus a luxury hotel in the city – and why not every team can handle both.

• Why some boutique hoteliers are choosing to build collections of unique, one-of-one properties instead of expanding a single brand.

• How the new wave of micro-resorts and landscape hotels are reimagining what it means to deliver a luxury experience.

Connect with Quentin on LinkedIn

Learn more about Q Hospitality 

Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.

Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.