Meet Brian Linton—entrepreneur, brand builder, and now a rising force in boutique hospitality. From founding the sustainable apparel company United by Blue to transforming rundown motels into sought-after boutique stays, Brian has mastered the art of brand storytelling and customer experience.

His hospitality journey started unexpectedly in 2020 when he and his wife purchased a neglected roadside motel in Pennsylvania’s Pocono Mountains. What began as a pandemic side project became The Rex, a high-design boutique retreat that quickly gained a cult following. From there, Brian expanded into new ventures—including Ferncrest, a glamping brand that’s pioneering a fresh approach to hospitality franchising.

In this episode, we dive into:

Brian is redefining what it means to build a hospitality brand in the modern era—where content, community, and commerce intersect. If you’re fascinated by the future of boutique hotels, unique stays, and experiential travel, this conversation is one you won’t want to miss.

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Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.

Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at joinjourney.com/alliance.