Independent

At DNA Hotels, we celebrate hotels that have their own identity rather than following the formula of a major hotel brand. These are properties shaped by independent hoteliers, families, entrepreneurs, architects and creative minds who have the freedom to develop their own concepts, design philosophies and guest experiences. They may be small family-run hideaways, historic grand hotels or ambitious contemporary retreats. What connects them is individuality rather than size, price or ownership.

Independent doesn’t necessarily mean operating entirely alone. Some hotels belong to smaller hospitality groups, international collections or soft brands that allow individual properties to retain their own character. We welcome these too, provided the hotel’s identity comes first. That’s also why DNA Hotels generally leaves collection and soft-brand names out of hotel titles. After all, it’s the hotel you’re experiencing, not the marketing umbrella above it.

What makes independent hospitality particularly interesting is the freedom to do things differently. Architecture, interiors, restaurants and atmosphere can reflect a personal vision rather than a prescribed formula. These hotels often have deeper connections with their surroundings, working with local designers, artists, producers and businesses. Independence doesn’t automatically make a hotel better, but it can give originality the freedom to flourish.

Discover Independent Hotels

Choosing an independent hotel can be a wonderful way to support local entrepreneurs, craftsmanship and the local economy while enjoying a stay with genuine personality. To find them, choose your destination on DNA Hotels and select Independent under “What would you like to discover?” Alternatively, click the magnifying glass icon to explore independent hotels across our collection.

Great hotels deserve to be discovered for who they are, not which brand they belong to.