Tall notes growing interest in secondary and tertiary markets across the industry. "Now more than ever, the interests of travelers—including those termed 'adventure travelers'—are piqued by the unknown and unseen. As a result, travel to small, off-the-beaten-path towns has grown." However, he observes, a significant portion of these travelers have no interest in roughing it. "They bring with them their big-city expectations: Even a one-stoplight town needs quality and interesting accommodations."
Tall says Charlestowne recognized a need for such accommodations via lifestyle hotels that connect with their local community and deliver an authentic sense of place in these markets—including university towns and others considered to be "under the radar". Tall points out numerous advantages of university markets in particular, including their consistency and predictability.