TMC Hospitality, a subsidiary of the well-known real estate giant TMC Group, has been making waves in the boutique hotel sector since its inception in 2016. The company introduced its Bode concept in 2018, followed by the launch of the Drift lifestyle brand in 2021. With a focus on creating unique and immersive experiences for guests, TMC Hospitality has been expanding its portfolio rapidly. In a recent interview with TMC Hospitality co-founder and CEO Philip Bates, he shed light on the differentiation between the Bode and Drift brands, concerns about the competitive environment, incorporation of local culture, and plans for future expansion.
Brand Differentiation
Philip Bates explains that Drift is positioned as a higher-end brand compared to Bode, with a focus on catering to traditional travelers looking for upscale experiences. Drift appeals to individuals or small groups, providing a sophisticated and luxurious setting. On the other hand, Bode is designed for social group travelers seeking a more communal atmosphere, similar to what the Airbnb market offers. Bode’s emphasis is on providing multi-bedroom units and creating a vibrant lifestyle hotel experience for guests.
One of the key concerns for TMC Hospitality was entering the competitive market of Nashville with both a Bode and a Drift property. Despite the saturated hotel market in the city, Bates saw an opportunity to fill a white space with the Drift brand. Describing Drift as a “lifestyle light” concept, Bates highlighted the brand’s tech-forward approach and competitive pricing. By positioning Drift in Nashville’s East Bank, an upcoming area of the city, TMC Hospitality aims to offer a boutique experience at a more accessible price point compared to high-end luxury hotels or mid-tier chains.
A significant aspect of the Drift brand is its focus on becoming a pillar within the community and fostering strong social connections with locals. Bates emphasizes the importance of incorporating local culture into each Drift hotel to create an authentic experience for guests. For example, in Baja California Sur, Drift hosts a popular tacos and mezcal night every Thursday that attracts locals and visitors alike. By prioritizing the preferences of locals in food and beverage offerings, TMC Hospitality aims to create a welcoming and inclusive environment that resonates with guests seeking authentic experiences.
Looking ahead, TMC Hospitality has already secured a new project in Fulton Market, Chicago, which involves the renovation of a former Schwinn Bicycle factory. The company is also actively exploring opportunities in the Southeast region and the San Francisco area, particularly in wine country. Bates stresses the company’s strategic approach to expansion, focusing on establishing a presence in a region before expanding further within it. With existing properties in Baja, Palm Springs, and Santa Barbara, TMC Hospitality is poised to continue its growth in these regions.
TMC Hospitality’s innovative approach to boutique hospitality, distinctive brand differentiation, emphasis on local culture, and strategic expansion plans position the company as a growing force in the competitive hotel industry. By staying true to its core values and commitment to creating memorable guest experiences, TMC Hospitality is set to make a lasting impact in the boutique hotel sector.