How to Build Hotels With a Pulse: Carolyn Schneider, Co-Founder of Casetta Hotels, on Ditching the Copy-Paste Approach

Before founding creative studio Corner Booth, Carolyn co-founded Casetta Group, the acclaimed boutique hospitality brand known for transforming forgotten roadside motels into soulful, design-forward stays that actually reflect the communities they’re in. But her journey started far from the boardroom — as a cocktail server at the Ace Hotel in New York, where she first experienced the magic of what a hotel could be when it’s built with intention and feeling. In this conversation, Carolyn unpacks how her background in the art world shaped her creative vision, how she approaches brand-building from the inside out, and why some boutique hotels manage to feel deeply personal — while others fall flat. You’ll hear her thoughts on balancing timelessness with trendiness, her approach to embedding local artists and narratives into each property, and what she’s learning as she advises clients across the U.S. and Europe through her studio. Plus: The real reason the front desk might be the most important brand ambassador of all Why copy-paste design is the death of boutique hospitality How to create a “microcosm of the community” — even in a space you didn’t build from scratch Her thoughts on parent brands vs. standalone hotel brands — and where Cassetta fits in The importance of building with soul — and what gets lost when you cut the “extras” If you’re building a hospitality brand or dreaming up your next project, this episode is a masterclass in curating space, story, and soul.Connect with Carolyn on LinkedIn Learn more about Corner Booth  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.