Tourism is a key driver for local economies, bringing in visitor dollars and supporting jobs. For smaller, secondary markets that are traditionally overlooked, recent increases in tourism have helped create healthy opportunities for independent hotels to thrive. With more travelers, especially younger generations, opting for off-the-beaten path destinations (https://info.advertising.expedia.com/travel-and-tourism-trends-for-american-travelers) and unique and memorable experiences, independent hotels have an opportunity to capitalize on the growing interest in these second-tier markets.