This Brand Has Taste (and is going places)
I want to tell you about hinter, one of my favorite brands in the hospitality space.
These folks are mastering their craft on a small scale, and thus the brand equity they've built is sky-high, allowing them to now grow on their terms, at whatever speed they want.
This is the way.
And anyone in any non-commodity business can take this lesson to heart (that's most of us).
Plus, the membership model they've implemented is very interesting to me, and I think more properties should think about rolling out their own!
OK, so similar story here to Nordlys, which I wrote about a few weeks ago. Let's dive in:
In 2018, Emily Padan and Mauricio Padilla met. Emily was an elementary teacher, and Mauricio a tech executive.
They were both drained from their careers, and... they shared a love for travel.
Playing with different ideas, they noticed a gap: North America lacked good Nordic-inspired design. On top of that: Airbnbs were inconsistent. And hotels felt soulless.
What if they could blend the best of both, and bring a little bit of Scandinavia across the pond?
Mauricio found a few forested acres in Quebec and ordered a small prefab cabin. He chose the Bonneville—a 944-sq ft Canadian-built which retailed for $180,000.
They carefully furnished it to reflect their values: slow living, sustainability, and nature immersion.
About $250,000 all-in.
They spun up an IG page and website, and built an email waitlist to help drive anticipation.
When they launched a few months later, it booked out within weeks.
Their vision was validated.
A year later, they bought a couple more acres and built their second cabin. This one was bigger, and cost $400,000 for the structure and furnishings, plus the land (~$30,000/acre).
hinter house - the flagship
Today, the portfolio incudes five spaces.
Each space today:
87%-90% occupancy
$150k/year gross
$105k/year net
(all numbers USD)
But hinter isn’t just a stay—it’s an experience.
Guests are welcomed with a “perfect first evening recipe”: curated light settings, a sunset playlist (on vinyl, of course), board games, and book recommendations.
Everything feels deeply personal.
For every guest, hinter plants 10 trees through a non-profit partnership ($1/tree). Genius marketing, for just $10/stay.
They’ve started writing and curating the hinter planet, a lifestyle newsletter. No sales—just beautiful and fun to read content (you should subscribe).
Their spaces double as “showrooms,” showcasing the work of local artisans and furniture makers—a clever way to support the local economy while enriching the guest experience.
Speaking of smart moves…
They recently rolled out a membership offering 20% off stays, exclusive merch, and premium content. Guests love this, and for the brand, it’s a seamless, beautiful way to build loyalty and recurring revenue.
As word spread, owners of other stunning minimalist properties began approaching hinter for management.
From the start, Emily and Mauricio have been extremely selective.
This exclusivity is paying off. They charge premium management / marketing fees of 30-40% (nearly unheard of in the industry).
Owners gladly pay.
Now, with multiple properties under management, they’re setting their sights on Vermont for their biggest project yet: a 15-unit landscape hotel. (You bet I’m excited!)
From a single prefab cabin to a portfolio of extraordinary stays, hinter exemplifies the power of authenticity and great design.
They’re proving again that guests want meaningful, immersive experiences like never before.
This is the art of doing things right.
And you already know how much I love seeing good taste rewarded!