The birth of Airbnb gave rise to the travel startup. The ability to market any type of accommodation – a home, a camper van, an igloo! – allowed anyone enterprising enough to play host access to a growing base of trusting guests who flocked to the platform for something beyond the average hotel room. Of course big brands took notice of the meteoric rise of Airbnb. Booking and Expedia were forced to adjust their platforms and approach. VRBO woke up from their stupor. Hotels brands began the two-faced approach of fighting the legality of rental properties in courts and the media in big cities while trying to join the party through acquisitions in the boardroom.
One brand, HOLT, is set on making a long-lasting name for themselves, by staying ahead of the curve on innovation while leaning on good old fashioned hospitality to meet the demands of a burgeoning class of modern travelers. “We want to be our generation’s Marriott,” exclaims Benjamin Earley, CEO of HOLT. “Not…