What started as a furlough-era side project on Instagram is now a full-fledged media brand reaching over 400,000 boutique hotel obsessives — and Brandon Berkson, founder of Hotels Above Par, is just getting started.

In this episode, we dive into:

Brandon’s unshakable obsession with boutique hotels (he used to play hotel as a kid — not kidding)

How a background in PR shaped his approach to storytelling, strategy, and aesthetic curation

The origin story behind Hotels Above Par — and how a single Instagram caption became the launchpad for a globally respected travel media platform

Why partnering with tourism boards (not just hotels) is a win-win-win

How paid partnerships, affiliate bookings, and Substack newsletters drive real revenue (this isn’t just a vibes operation)

Why he’s bullish on newsletters, hospitality humans, and high-touch check-ins — even as AI eats media

We also unpack Brandon’s POV on:

What most independent hotels are still getting wrong on Instagram

Why newsletters are having a renaissance moment (and how hoteliers should use them)

How journalists are evolving into modern creators (and what makes them more trustworthy than traditional influencers)

What makes a travel giveaway actually work — and why you’re probably doing it wrong

This one is for the independent hoteliers fighting the good fight, the brand builders playing the long game, and the travelers who crave places with soul.

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 journey.com/alliance.