Local Heroes – Your Best Brand Ambassadors

Tourism is undergoing profound change. Today’s guests expect far more than a comfortable room. So what is it that truly makes a hotel special? Is it the view from the balcony? The design of the room? Or perhaps something entirely different: the feeling of arriving. The feeling of belonging to a place. At a time when travellers are becoming more conscious, more values-driven, and more individual in the way they travel, one aspect is increasingly coming to the fore: the connection with the local region. And this is precisely where Local Heroes come in. 

Local Heroes are more than suppliers. They are people with stories, convictions, and craftsmanship. The baker from the village, the distiller from the neighbouring valley, or the designer who turns locally sourced wool into felt slippers. They embody the distinctive character of a region and make its culture tangible. Integrating them into a hotel concept and its marketing is not a nice extra, but a strategic decision that strengthens authenticity and differentiation.

Local Heroes – why they belong to the DNA of a successful brand
Being rooted in the local region is not a trend, but an expression of deeply held values. It stands for responsibility – for quality, local cycles, culture, and the future of the surrounding area. Our experience with more than 200 hotel concepts shows that the most successful brands are not necessarily the loudest, but the most authentic. They put down roots rather than simply promoting themselves. They do not merely operate a property in a region; they become part of it. Being rooted means actively connecting with the people, products, and stories that shape a place. It means not standing above the region but growing with it. Those who are rooted feel authentic. And authenticity builds trust – with guests, employees, and partners alike.

Megatrends and the power of the local
This sense of rootedness is becoming increasingly important in a time of profound change. Megatrends such as neo-ecology, individualisation, and New Work make one thing clear: people want to live more sustainably, independently, and consciously – and they want to travel in the same way. They are looking for meaning, values, and a sense of belonging. At the same time, clear countertrends to globalised sameness are emerging. Workations, slow travel, and micro-adventures prioritise depth over mass appeal. Many travellers are turning away from uniform experiences, soulless hotel chains, and superficial digital encounters. Instead, they are looking for genuine encounters, authenticity, and that feeling of: “This is where I belong.”
Hotels that recognise this shift and visibly live out their connection to the local region are responding to the spirit of the times.

Genuinely local – from breakfast to the hotel shop
So, what can working with Local Heroes look like in practice? It can start with breakfast: honey from a local beekeeper, eggs from the farm across the road, or – as at BergBaur in Neukirchen am Großvenediger – eggs from the hotel’s own chicken coop. Bread from the village bakery, yoghurt from the dairy farm two hills away. What may sound like a given is, in fact, a conscious choice: a choice for quality, locality, and values.
The same approach can extend to the hotel shop: natural cosmetics from local producers, handmade ceramics by nearby potters, or collaborations with craftspeople whose products tell stories while strengthening value creation within the region. The possibilities are almost endless. Culinary collaborations such as pop-up dinners and tastings can turn the hotel into a platform for local producers and experts. Workshops can bring regional skills and traditions to life. Exhibitions and concerts can showcase local artists and musicians, while guided tours led by local experts offer guests a different perspective on the destination. These are the kinds of experiences that stay with people.

Part of an ecosystem – responsibility with impact
Hotels that see themselves as part of a local ecosystem strengthen not only their own brand, but also the social, cultural, and economic fabric of the region. They create jobs, preserve traditional knowledge, support sustainable supply chains, and build strong local networks. Particularly in rural areas, this sense of responsibility is an investment in the future: for the community, for the next generation, and for the hotel’s own credibility as a hospitality brand.

Conclusion
Local Heroes are the emotional link between hotel, region, and guest. By actively integrating local people and their stories into their concept, hotels can create authenticity, differentiation, and a distinctive identity. At a time when guests are placing increasing value on meaning, sustainability, and memorable experiences, Local Heroes are more important than ever. They can be the difference between something interchangeable and something truly unique – turning a stay into a genuine experience. Hotels that weave these people and their stories into their storytelling create a stage for real encounters. Because ultimately, what guests remember is often not the wellness area, but the conversation with the cheesemaker from the neighbouring farm.

And that is what genuine brand loyalty is all about.