Operating without a brand in this age of slowing revenue-per-available-room growth and owners being lured in by both brands and soft brands is not easy, but good independent hoteliers still have a sufficient array of artillery to drive revenue to even greater heights, according to sources.

Speaking at a Hotel Data Conference panel titled “Independent but not unbranded,” panelists said the same weapons available to brands are available to independents. Revenue management—and the talent needed for it—is at the top of the list.