More than 1,200 hotel franchise agreements are set to expire by 2030, and some owners are deciding it's time to leave the big brands behind.

Sarah Kopit and Seth Borko explore why independent hotels are becoming a more realistic option, how technology is changing the franchise equation, and why new Skift Research suggests consumers—and AI—may no longer see meaningful differences between many hotel brands.

00:00 1200 Expiring Flags

02:16 Why Go Independent

02:34 Series Origins Minnesota

04:46 Meet Pritesh Patel

06:36 Do Brands Drive Demand

09:40 Gary Patel and Airbnb

13:32 Territories and Soft Brands

16:54 Perfect Storm Renewals

19:42 Financing Without a Flag

22:25 Bankers See It Coming

22:54 Reporting Heartland Hoteliers

24:24 Financing Surprise and Data

25:47 Franchise Model Under Strain

28:57 Fees Soft Brands and Flex

30:48 Skift Decision Brief Launch

33:00 Too Many Brands Problem

35:46 Decision Pathways for Brands

38:08 Winners and Losers Segment

40:19 Freddy Quits X Finale