Why Craft Lodging Delivers Authentic Travel | Mark Reichle, Select Registry

Glenn: Hey everybody, welcome to another episode of No Vacancy Live. Thank you for spending the time and learning with us today I’m Glenn Haussman. We got the incredible doctor producer Suzanne in the house. I don’t know how she has any time to do these shenanigans, when she should be teaching amazing classes in order to FIU. How are you doing today?

 

Suzanne: Good. You know, it’s all about balance and learning the juggle, Glenn. So that’s what it’s all about.

 

Glenn: Yeah, I’m excited today. I gotta tell you, when I heard we were going to be talking about beds and breakfasts, I got excited because I love sleeping and eating. And then I realized that this is a totally different category. We’re talking about beds and breakfasts, Fists, things that don’t usually get enough attention in our industry. And I’ll say, Suzanne, Babs, I got engaged at a bed and breakfast back years ago, and I haven’t really stayed in them often, and I feel like we’ve been doing ourselves and our friends here out in our audience a disservice by not learning more about this segment of the industry.

 

Suzanne: Without a doubt, it’s, you know, it’s one of those aspiring things. As a former hotel general manager and wanting to like, think about what your, you know, iteration is before retirement. It’s always been one of those things that’s like lingered. But, you know, right now I’m just too busy. But I am excited to, like, dive in and and get entranced into this role.

 

Glenn: I am too, so forget the term bed and breakfast. What we’re really talking about is craft lodging. And we’ve got Mark Reichley, the CEO of Select Registry, and you are here with us today. Thank you man, and really appreciate you coming.

 

Mark: Thank you so much for inviting me. It’s a pleasure to be here.

 

Glenn: This is great. So Select Registry is a nonprofit organization.

 

Mark: Absolutely. So we’re a nonprofit membership association. So we have a collection of bed and breakfasts, inns and boutique hotels across the country. A couple of requirements in order to be a part of membership. First of all, you have to be an independent lodging property. And then second of all, you have to meet the quality criteria that we have established for the organization.

 

Glenn: Yes. Like every room is going to have its own bathroom, which I.

 

Mark: That’s been an issue. As hard as it’s hard to believe.

 

Glenn: At my age.

 

Glenn: I need to be close.

 

Glenn: Especially at.

 

Glenn: 1:30 a.m., 3 a.m., and 4:30 a.m..

 

Mark: Who wants to walk down the hall and knock on her door? Right?

 

Glenn: I know right? I’ll be wandering into somebody else’s room. Police will get involved. It’ll be an uncomfortable situation for all. So thank you for making sure that I will have a great experience when enjoying craft lodging with one of the select Registry properties. So Mark, before we really get into how this organization has been championing this particular segment of the industry, tell us a little bit about whatever you think is important for our hardcore hotelier audience, what they should know about this segment of the business.

 

Mark: So so it is it is unique. And the the difference that or the reason that we that we call it craft lodging is that it really captures the essence of what our Innkeeping community does. It’s about authentic accommodations unique experiences. And really all of that combined with local and personal connections. And I think that piece is really an important component. Not necessarily just having a conversation, but helping the traveler to connect to either your facility and the unique things about it or the nature that’s around you or your community.

 

Glenn: Yep. Suzanne.

 

Suzanne: I think that local component is real important. So is there a set of guidelines or recommendations that you help your innkeepers in giving them some spark of energy, or are they already coming to the bed with lots of ideas?

 

Mark: You know, they they have they are amazing at, at making those connections. And I think that the reason that they’re in the business is that they have a passion for hospitality. And part of that hospitality is helping the traveler enjoy whatever piece the innkeeper thinks is important and what the traveler thinks that is important as well. So sort of making that connection is natural to them. I mean, we we certainly help them with recommendations. We help them with opportunities to learn from, learn from each other. Our evaluators that go out and assess these properties are former innkeepers for of select registry properties themselves. So they have a wealth of knowledge on how to run a business and how to make a connection. So the hospitality piece and the connection piece is certainly that something they would that they would consult on. And it’s one of many factors that they’re looking at when they’re at a property.

 

Glenn: This is pretty cool because I know a lot of people out there would love to have this particular type experience. And organizations such as Airbnb have really brought the rental home kind of universe or the apartment rental universe into light, and that’s kind of what you’re doing with Select Registry. For those of you who still don’t get it, it’s kind of like the Michelin rating for food. You’re more about the ratings for the bed and breakfast. And for me as a traveler who wants to experience something new, something different, something I haven’t had a chance to do, I need that bridge, that gateway to be able to educate and empower me in order to make what I would consider the right decision. I think that’s where you come in.

 

Mark: Yeah, absolutely. We we are all about all about the connection. Now, you mentioned Airbnb. They have really done an amazing job of bringing the phrase B&B to global attention. But they’ve also sort of sterilized the phrase from the standpoint of, you know, what we do from a bed and breakfast standpoint is distinctly different than what the traveler would experience at an Airbnb.

 

Glenn: And I want to I want to make clear that when people check in and out, they don’t have a laundry list of chores to do. They’re not paying.

 

Glenn: Extra cleaning fees.

 

Glenn: I see that as an example. I don’t want anyone to misconstrue what mark over there is doing, because it’s really a true hospitality experience where you really are able to break down the barriers and be with people. And Mark, I preach this all the time. We must keep humanity in hospitality. And that’s why that’s why bed and breakfast craft lodging is so interesting because you get to have a really unique experience. You can’t get in a hotel that’s got 50 or more rooms. No, no slam against that. I love him same time. It’s just different. Right, Mark?

 

Mark: It is different. And you know the need for connection isn’t going to go away. I think that the need for connection as technology integrates in our lives is going to increase. And, you know, our properties are poised to help make the connection. It could be a connection with with a fellow traveler. It could be a connection with the owner or innkeeper. Your your server or a connection to something in the community that is really quite special that you wouldn’t necessarily pick up from an AI itinerary.

 

Glenn: Right, right. For sure. I would have loved, for example, to have stayed in the, the craft lodging property that you had in, like, Saratoga Springs this summer when my favorite band, Phish was playing over at the at the bandshell thing over there. Right.

 

Glenn: Yeah.

 

Mark: And that, you know, that was right. Right in their front yard, essentially. And they had a they had a big party. You know, they had a big porch party. I just was.

 

Glenn: Giddy with that for next year. I’m sorry. For next.

 

Glenn: Year or.

 

Glenn: For

 

Mark: You better start booking now because they that patios books up quickly.

 

Glenn: I’m sure it it does, but that’s really what we’re talking about. Access to. Amazing, unique experiences and getting closer to the people that create those experiences. And Mark, you know, travelers are really, I think, looking for a sense of place now. And when you get out of the cookie cutter branded hotel and even the the awesome branded boutique business that’s out there, this still gets you closer, I think, to authenticity, because it’s usually the people who have extra special care and dedication are making this their lives. Am I on to something there?

 

Mark: Absolutely. And I think that it really is all sort of centered around passion, you know. And it might be a different kind of passion. You know, somebody might have a passion for historical preservation, and they have taken this property and lovingly restored it. And they want to share that with the traveler. Or they might have a passion about nature. And so they have created a property that brings nature into brings nature into the fold. You know, we have this great property in Oregon that is built around a cove. And you know, that’s interesting enough because you had this beautiful view of, of a cove and there’s a hot tub on your deck that overlooks the cove. But what really is charming and is highlighted at this place is that, you know, the mother whale deposits her baby whales in the cove during the day. She goes out and hunts and the baby wells frolic. And then at the end of the day, she kind of comes back and takes them out. So it’s sort of like this well, daycare that you get to observe and experience. It’s it’s really, really amazing.

 

Glenn: That that that’s cool.

 

Glenn: That’s that’s.

 

Glenn: What my wife calls our backyard when I’m lying.

 

Glenn: Out. Oh that’s pretty.

 

Glenn: That’s pretty awesome. And those are the type of experiences that people really take away from them and kind of creates that sense of value for staying in one of these these properties. Right. Which I love, and I’m a big believer of people are not price sensitive. They’re value sensitive out there. And by breaking down those barriers, I think you’re all of your owners out there are doing true hospitality work. And really, I think probably connecting emotionally more effectively with their guests.

 

Glenn: Yeah, I.

 

Mark: Will tell you that they agonize about price on a daily basis, but they do recognize that that as long as you’re matching value to the price, then you’re you’re going to do well.

 

Glenn: Yeah.

 

Glenn: That’s that’s that’s that’s right. Suzanne.

 

Suzanne: Well, and I would have to believe in some way that there’s a little bit more of that package related experience typically in, in the brand experience, I would say sometimes we don’t necessarily like that package related experience. But in this opportunity, that authentic, authentic Experience, and that personalization really hones in to the meals that you’re providing. The conversation that you’re having in that public space and then providing that. What’s local? What are you doing and how are you watching whales in in the backyard?

 

Mark: Yeah. What’s going what’s going on today? And oh, by the way, I just I just picked that from the garden, and now it’s in your now it’s in your breakfast, or this glass of wine is from the winery down the street that we really love. And you can you can go there and find out more about it, if you like. We think it’s special.

 

Glenn: Yeah, that’s that’s awesome. What I really.

 

Glenn: Like and is that your website is broken down into destinations, but also experiences. A guy like me, I’m going to click on food and drink or nature and outdoors you’ve got history and culture, urban adventure, romantic retreats, spa water, weddings. I like that because for people that are unfamiliar, it gives them a target for the experience opportunity. And then you go into educating them on the different locations and and facets of the trip that they can have.

 

Glenn: Yeah.

 

Mark: And we’re fortunate that we have a wide variety of different kinds of properties in our membership. And so we can we can kind of talk about different experiences because our members are all over the country providing different experiences. So we’re, we’re lucky in that regard that we don’t have all the same thing. Right?

 

Glenn: Yes, exactly.

 

Suzanne: No, it definitely I love the the opportunity where you’ve got members throughout. So how do you then as a member maybe support other members within the registry? If, you know, typically you’re not necessarily going to the same area, you’re going somewhere else. How do the members support one another that way?

 

Mark: So so in a couple of ways first of all just by making just by making the travel aware that you’re a select registered property. And what comes with that is meeting a certain set of standards. So you are one of the best in the industry. And if you liked your experience here, you can be assured that your experience at another select registry property will do the same. And we and our, our innkeepers are good about making sure that the traveler is aware of of this sort of competitive advantage that they have. At the same time, you know, we also have a rewards program. So we encourage our our innkeepers to sign people up for the rewards program, which serves in and of itself as a referral to other properties across the country.

 

Suzanne: That’s awesome.

 

Glenn: I’d love to see.

 

Suzanne: That benefit then, too.

 

Mark: Absolutely. And they are in you know, constant communication with each other. One of the really nice things about sort of this small property independent minded ownership is that most of the folks know that that somebody else is smart and has good ideas and can help in making sure that what you are interested in doing or what you are doing is is right. So they network a lot, they get together and, and talk about their businesses and that’s you know, that’s helpful as well. And they travel to each other’s property, so.

 

Glenn: Oh that’s great.

 

Glenn: That’s right. That’s really cool. So how are they really thinking about this profound sense of change that we’re going through right now when it comes to technology? Set against the experience backdrop?

 

Glenn: Yeah.

 

Mark: It’s it is a little bit overwhelming. And, you know, I think that everybody kind of recognizes that first of all, it’s coming. And it’s probably coming faster than any of us recognize. I think that most of the innkeepers who have who have started to adopt the upcoming technology are, are trying to balance what you talked about earlier. How do I balance the introduction of technology without diminishing my ability to connect with with the traveler? And I think that there are good ways to do that. And I think that, you know systematically technology is going to help with hyper personalization and making sure that you really that you really understand the the travelers needs better and can adapt quickly to them and offer services that that meet them. And it really will all of that, in essence, should give you more time to really connect and create experiences and connect the travelers to those experiences.

 

Glenn: Yeah.

 

Glenn: And hopefully, and I assume you folks are utilizing technology to make those experiences more visible to potential you know, guests that are out there. But I really love is select registry was founded in the 1970s, just like like me. And so I’m a little bit of a sucker for that, but it really tells me you are way, way ahead of things, especially being founded by Norman T Simpson, a very historic travel writer out there. I’d love to learn a little bit more about the context with how all of that came together, how his travels led him to create this particular brand.

 

Mark: Yeah. So. So he would travel to to inns and, you know, he was an advertising guy, and he saw he saw the need to have some sort of continuity so he would travel to an end. And, you know, some were good and some were not good. There’s no regulation. And especially at that time, there was no regulation in the industry. And so he started to travel to these places. And if he liked the place, he would say, hey, I’ve got this guide. It’s called a Country Inns and Back Roads. Would you like to be included? I’d love to tell your story in in country inns and back roads. And it started out in a fairly humble way, you know, maybe it was a handful of properties all in New England and sort of evolved from there as, as other inns across the country became aware of, of the value of having this validation. They started to seek out being included in the book, rather than Norm having to discover them on his own.

 

Glenn: That’s right. Quick lesson for the digital natives out there. Absolutely. Back in the day, it was really the only way to make a strong you know educational understanding of a particular property. For me, Mark we didn’t go that route. My mom would take me to the public library on Long Island, and we’d get the mobile travel guide, and we’d look to see what hotels were in there. Then we go to triple A and get a triptych, and they would highlight our path all the way up there.

 

Mark: Turn the page, the maps gone beyond where you are. Right? Yes.

 

Suzanne: Hey, listen, you can still get a triptych. We just did that for our last vacation. But you don’t have. You don’t have to wait for it. Like. And they’ll just print it out and we got it in less than five minutes, which is great.

 

Glenn: So that’s pretty cool. So the whole point of me bringing that up is that it’s so amazing that you were there. You’re like, this company was rooted in sharing these stories way before people even understood what stories could be told. So that’s really cool.

 

Mark: Absolutely.

 

Glenn: So, Mark, what’s next for you folks?

 

Mark: So, you know, we’re you know, we’re embracing technology. That is our that is our long term direction, trying to make sure that we balance technology. You know, in many cases, we have properties that are, you know, 3 to 10 rooms and integrating technology into their businesses a little bit challenging. And we see our role as a large organization. And as to help them sort of do that in a way that’s reasonable on their budgets and use our use our membership and the distribution of our membership to us to help the smaller properties. So we’re looking at ways that we can help them. We’re looking at ways that we can help ourselves. We want to be prepared for what? However, the traveler is going to search for travel. We want to be sure that we are there and present. And we want to grow. We want to be in more markets, in more places.

 

Glenn: So, so going back to that sense of profound change, then how are you thinking about being seen as we shift from the general search engine universe to this agentic AI universe where computers are going to be talking to each other and leave us out of it.

 

Mark: Yeah, I think that well, I would I would mislead you if I told you I had the answer because.

 

Glenn: No one has the.

 

Mark: Answer. I don’t, but but I think that I think that trying to you know, become a voice of authority in, in this travel space is helpful. I think that making sure that your content you know, is that you have sort of content that matches SEO. If SEO is still going to be around and there’s no indication that it’s not, but also matches sort of the the AI portion of search, you know, more conversational and you know, it’s it’s a little bit of a, a revamp in terms of the way we are thinking about how search comes about. I just I just left our board of directors meeting this week, and it was the sole topic of our two and a half day meeting in terms of what we were doing to make sure we’re we’re ahead of the game, and we feel like we we we’ve made a good start. We’re integrating some technology now that we hope will expand in the future.

 

Glenn: Awesome. And the real rub is, by next week, everything’s going to change again.

 

Mark: So the good news is, if you’re doing it wrong, you can change next week and maybe it’ll be right.

 

Speaker5: That’s a great point. Hopefully it’s hopefully it’s just an evolution, right? Yeah.

 

Glenn: Suzanne, you got something else?

 

Suzanne: No, I think the the opportunity to integrate that technology, to raise the awareness of what your members comfort level is, to be able to support the guests and travelers that they have coming to allow them to have a very unique experience is is critical. And now you might know somebody that teaches AI in that space and can support you and your members.

 

Mark: Absolutely. Absolutely. I’m sure that I’m sure that your curriculum has changed drastically.

 

Suzanne: Just met with my PA this morning. That just has come on. And I said I need you know, I said, this is unique. When we’re teaching in this space for the industry, we cannot just create something and let it go. And there’s not enough bandwidth, even with myself and another colleague teaching. We have to just add an extra bandwidth of people to support what’s out there. So it’s It’s not easy.

 

Glenn: No, it sure isn’t. And Mark, technology changes so fast. When we started this program nearly ten years ago, cutting edge technology was audio podcasts and its new new Apple program that came out to be able to to find them. And now we’re like a universe passed past that mark. Any any final words or thoughts for us today, sir?

 

Mark: You know, I just appreciate you. I just appreciate you allowing me to tell our story. It has been a lot of fun. I’ve enjoyed talking with you.

 

Glenn: Excellent. I appreciate that, too. Mark. Rightly select registry. Do us a favor. Next time you go away, stay with some real innkeepers. Have yourself a good omelet and go to the bathroom in your own bedroom.

 

Speaker5: Mark, thank you very much.

 

Glenn: That was a real fun one. Suzanne, I really love, like, speaking to new communities of people, that’s for sure.

 

Suzanne: Yeah. And just knowing that the the traditional version of an inn and how we really got started in this industry is still alive. And to see that they are uniting and continuing to support their members, and that it does give you a sense of comfort when you’re traveling, that they have been inspected and supported so that it raises your comfort level. I love.

 

Glenn: It. Exactly. And also in order to raise your comfort level, subscribe. What are you what are you doing over here? If you’re not already subscribed, find us wherever you get your podcasts, LinkedIn, YouTube, Facebook, Instagram, all that kind of stuff. But mostly LinkedIn and No Vacancy News.com. All right, everybody, thanks so much for being here. Remember, you got one life. So blaze on and.

 

Suzanne: Follow your passion.

 

Glenn: See you all later. Bye, everybody.