Created for the independently-minded traveler, each boutique hotel in the Independent Collection is known for its authentic connection to the local community. From Downtown Brooklyn to Capitol Hill in Washington, D.C. to Miami’s South Beach, this distinctive hotel concept goes beyond the trendy and traditional and helps travelers experience each neighborhood like a local.
Spherical designed and developed a website theme for the Independent Collection, highlighting the individual character and facilities of each hotel while also creating a template that gave the brand a unified look and feel across all properties. Neighborhood guides for each hotel were produced by our content team, mirroring the brand’s inclusive community approach by promoting local businesses.
To tell the unique story of each property and neighborhood, Spherical’s content and photography teams regularly visit hotels across the Independent Collection to produce original lifestyle photography and editorial content. Through our “When We Walk” series, we introduce travelers to new destinations through the eyes of an Independent Collection staff member who know their neighborhood best, spotlighting local experiences within walking distance of each hotel.
Through a series of hashtags, including #TasteTheNeighborhood and #ShopTheNeighborhood, our social media team fosters relationships with local businesses and connects them with travelers staying at Independent Collection hotels. Each hashtag shows travelers where to eat, shop and find cultural experiences, while also making experiences in neighborhoods across the collection and the country more discoverable
Increased social referral traffic to the Independent Collection website by 60%
Increased average new Facebook followers per month by 40%
Increased average new Instagram followers per month by 1447%
Increased average new Twitter followers per month by 78%
Increased average Facebook engagements per month by 30%
Increased average Twitter engagements per month by 328%