Historically, independent hotels set themselves up as franchises in order to access a steady supply of bookings, hospitality consultant Bjorn Hanson says. But franchising, rather than operating an independent hotel, is quite expensive. […] With the proliferation of online travel agencies and now Airbnb’s further expansion into hotels, they have another option: Open an independent hotel and keep all the revenues. Savvy hoteliers can rely on such platforms for distribution rather than on the power of the brand it’s franchised under. And independents might be more popular than traditional brands.Ruth Reader (Fast Company)