Independent hotels in Europe are taking advantage of the weak Euro that makes Europe a bargain, and of resurgent economies in North America and Asia that encourage vacation and business travel. Many independent hotels are also taking advantage of the internet, advertising themselves online. Pretty views on Pinterest drive traffic, and so do good reviews on social sites.

Once guests arrive, staff coddles them with digital menus of local excursions, local shopping, and especially specialties of local cuisine. Presented as an iPad menu, such lists add a designer touch to a comfortable hotel. Memorable perks like these drive repeat visits and referrals.

Behind the scenes, clever management keeps track of visitor preferences in computer files. Bookings stay organized, and supplies arrive on time. Tax records and compliance become slightly less bothersome too, managed online.

In the front of the house, Europe’s independent hotels have always courted discerning travelers by emphasizing character and charm. They match the spirit of their surroundings, and never seem as if robots assembled them last night or dropped them in by helicopter. Such hotels specialize in hospitality not glamour, and in delightful surprises instead of predictability.

Independent hotels also distinguish themselves with the personal service people long for and often find lacking in huge hotels. They offer personalized comfort, at prices that provide real value for a vacation that feels like the real thing. Independent hotels are doing well by making their guests feel at home in the world.