The concept of a contemporary, boutique motel, either as a new build or retrofit, that commands sizably higher-than-market rates started to become a trend in the 2010s but has grown since the pandemic. Spurred on by a core psychographic of drive-to-vacation culture amongst Gen X and millennials, in the United States we are seeing multi-property brands like Bluebird and Urban Cowboy achieve success by opening exquisitely decorated lodges in sought-after rural areas near major cities. Then there are a host of independents gracing the covers of travel magazines such as The Vagabond Hotel in Miami, The Dive Motel in Nashville, Skyview Los Alamos in California and Thunderbird in Marfa, Texas.