A new term called “craft lodging” describes unique hospitality properties, defined by Select Registry, as “authentic accommodations, meaningful connection to place and people, and unique experiences, often recommended by knowledgeable innkeepers”. It presents genuine accommodations highlighting local culture and thoughtful, custom amenities while showcasing originality. Many properties are now looking to provide a focus centered around a personal brand, including local flavors and customized recommendations. Competition can be intense in the hospitality industry, so adding a more personalized approach to the guest experience can help set them apart.