Boutique Hotel Secrets Podcast
This show is for builders and backers of boutique hotels. Hosted by operators who made the jump from short-term rentals to boutique hotels, it documents the real journey of acquiring, renovating, and operating boutique hospitality assets. The podcast shares lessons learned in real time and features conversations with experienced operators, lenders, designers, and industry professionals who bring practical insight and unfiltered perspective. It's aimed at anyone serious about boutique hotels, hospitality operations, or scaling beyond short-term rentals.
Episodes
45 - Protect Your Price or Pay the Price: Inside The Wesley's First 90 Days with Micah & Adam
In this episode, Adam and Micah break down the operational and strategic realities of repositioning the oldest hotel in Page, Arizona into a competitive boutique property — from discovering their entire past guest database was masked and unusable by OTAs, to building a registration card system from scratch, protecting their ADR from day one, and making the bold call to replace a beloved playground
44 - Overbooked, Underwater, and 60 Days From Grand Opening - The Ugly Side of Boutique Hotels with Micah & Adam
In this episode, Adam and Micah pull back the curtain on the messy reality of opening their first boutique hotel in remote Page, Arizona — from accidentally overbooking on Airbnb and seeing 4.8x revenue growth, to personally guaranteeing a $4.8 million SBA loan where failure literally isn't an option. They also break down construction chaos, the steep learning curve of hotel software systems
43 - Grand Opening in 60 Days (And the Bank Account That Almost Didn't Make It with Micah & Adam
In this episode, Adam and Micah record their first-ever in-person podcast from Room 32 of The Wesley in Page, Arizona, pulling back the curtain on what it really takes to reposition a 1960s roadside motel into a boutique hotel 60 days before grand opening. They open up about the scramble for visibility on OTAs, the propane tank debate that nearly divided the partnership, a disco deck that has Adam
42 - Are You Buying Yourself a Job? Marketing, Money & Mindset for Hotel Owners with Michael Sjogren
In this episode, Adam and Micah welcome back Michael Sjogren to break down marketing ROI, group bookings, and the capital-raising lessons that come with scaling from short-term rentals into boutique hotels. They also explore the critical mindset shift from playing innkeeper to playing the freedom game, and why going bigger is the only way to build a business that actually works without you.Connect
41 - From $50K to $5K in One Year: The Real Cost of Delaying Your Hotel Renovation with Micah & Adam
In this episode, we share the wild story of how Google's AI created a business page for The Wesley Hotel without our knowledge — leading to our first one-star review before we even officially launched. We also discuss our influencer outreach experiment that blew up within an hour, the launch of 20 new rooms just in time for July 4th weekend, and how a simple time audit can reveal hidden oppor
40 - The Most Important Pipeline Nobody's Using: Social Media Secrets for Boutique Hotels with Scott Eddy
In this episode, Adam and Micah sit down with Scott Eddy — world traveler, hospitality marketing veteran, and one of the first American expats to build a million-follower presence on social media — to dig into why most hotels are leaving enormous brand-building opportunity on the table. Scott shares brutally honest insights on what actually differentiates a boutique hotel in a crowded market, why
38 - “It’s Not Rocket Science" — Scaling From Short-Term Rentals to Boutique Hotels with Mitch Ehly
In this episode, Mitch Ely shares the scrappy story of how he went from owning a single Airbnb to buying and renovating two boutique motels in Door County, Wisconsin. We dive into his biggest renovation surprises, creative tech-driven guest experience hacks, and the mindset shift required to jump from residential short-term rentals into commercial hospitality.Connect with Mitch: Find him on Instag
39 - One-Star Reviews, 3X Work Ethic, and a $2M Revenue Target with Micah & Adam
In this episode, Adam and Micah pull back the curtain on the messy, motivating reality of renovating The Wesley Hotel — from a gut-punch one-star review to a new GC delivering three times the workload of the last team. They also dig into exciting new revenue experiments including a public pool, a local coffee truck partnership, and a smash burger food truck — plus what a triple net lease actually
37 - Construction Chaos, Italian Hospitality, and Why We're Finally Turning the Corner with Micah & Adam
In this episode, Adam and Micah reflect on the hospitality lessons brought back from a two-week Italian honeymoon — and how Italian hoteliers set a standard that challenges everything they're building at the Wesley. They also pull back the curtain on a tough stretch of construction delays, the personnel moves they made to break the logjam, and why visible progress on site finally has them fee
36 - Free Tools, Paid Revenue: The Boutique Hotel Marketing Playbook with Mike Sjogren
In this episode, Adam and Micah are joined by boutique hotel investor Mike Sjogren to cover everything from the realities of first-time hotel construction delays to a bold take on hotel marketing — including why you should stop spending paid ad dollars on brand awareness and let organic social do that work for you. Mike also drops breaking news on Hotel Turnkey, a brand-new done-for-you offer that
35 - We Wanted 20 Rooms. We Got 2. Here's What We Learned with Micah & Adam
In this episode, Adam and Micah pull back the curtain on the brutal gap between expectations and reality as they prepare for their first major holiday weekend at The Wesley — aiming for 20 newly renovated rooms, delivering 2. They also dig into their marketing strategy for driving direct bookings, why building an email list has real dollar value at exit, and how AI is reshaping how hotels reach gu
34 - What We'd Do Differently on Hotel #2 (And Why We're Still Glad We Didn't) with Micah and Adam
In this episode, Adam and Micah pull back the curtain on the final stretch before opening newly renovated rooms at The Wesley — tackling everything from 18 pallets of tile and FF&E sticker shock to their first real advertising budget. They also share an honest reflection on whether staying partially open during renovation was the right call, and why they'd make a different decision for ho
33 - The Human Premium: Why Hospitality's Edge Has Nothing to Do With AI with Mike Sjogren
In this episode, Adam and Micah sit down with boutique hotel mentor Mike Sjogren to explore how AI is reshaping hospitality operations — from direct booking pages to revenue management — and why the operators who thrive will be the ones doubling down on human connection, not replacing it. They also dive into the Wesley's pre-launch strategy, the power of leveraging local community relationshi
32 - More Human, Not Less: How Smart Hotel Operators Are Using AI to Double Down on Real Connections with Rashmi Bhat
In this episode, Adam and Micah are joined by Rashmi Bhat — coach, restaurateur, and boutique hotel operator — to explore how independent hospitality owners can leverage AI not to replace their teams, but to free them up for the moments that actually matter. From automating influencer outreach and auditing P&Ls to using voice prompting in the car and walking the vendor floor at AAHOA, this con
31 - Zero Finished Rooms, $38K Mortgage Due: The Real Cost of Building a Hotel with Micah & Adam
In this episode, Adam and Micah share the unfiltered reality of renovating a 50-room boutique hotel in Page, Arizona — from a viral mural drawing thousands of visitors to zero finished rooms and a $38,000 mortgage looming on the horizon. In this episode, they open up about the emotional and financial pressure of building in public, navigating contractor delays, investor tax surprises, and what it
30 - She Was In Labor Answering Guest Messages — Here's What Changed with Marisa Grover
In this episode, Adam and Micah sit down with brand designer Kayla Morrill to unpack the full process of building a visual identity for The Wesley — from mood boards and font debates to a final brand kit that's now physically on the walls of their hotel in Page, Arizona. In this episode, they explore why great branding is about evoking emotion, why AI falls short, and what boutique hotel owne
29 - Why AI Can't Brand Your Hotel (And What Actually Can) with Kayla Morrill
In this episode, Adam and Micah sit down with brand designer Kayla Morrill to unpack the full process of building a visual identity for The Wesley — from mood boards and font debates to a final brand kit that's now physically on the walls of their hotel in Page, Arizona. In this episode, they explore why great branding is about evoking emotion, why AI falls short, and what boutique hotel owne
28 - The Iconic Photo Opportunity No One in Page Has Capitalized On — Until Now with Micah and Adam
In this episode, Adam and Micah pull back the curtain on the messy middle of hotel ownership — from a tax filing that missed its deadline to a GM confrontation over staff pay that no one saw coming. They also share why they're commissioning a full-building mural in Page, Arizona, and the bold bet they're making that it becomes the most photographed spot in town.Connect with Micah:Instagr
27 - $80K Over Budget — And We'd Do It Again with Micah & Adam
In this episode, Adam Walls and Micah Thomas take you behind the scenes of transforming a boutique hotel in Page, Arizona. They dive into the real challenges of the process—from handling returns and managing material overages to finding creative ways to maximize space and elevate the guest experience. Packed with practical insights and hard-earned lessons, this episode is a must-listen for hospita
26 - The First Hire That Can Make or Break Your Business with Rashmi Bhat
In this episode of the Boutique Hotel Secrets podcast, hosts Adam and Micah, along with guest Rashmi Bhat, discuss the journey of transitioning from short-term rentals to boutique hotel management. They reflect on their experiences, share insights on hiring the right team, implementing effective marketing strategies, and the importance of social media in building a community around their brands. T
25 - 3 Days From Closing: The Chaos, the Contractor Standoff, and the Advice That Changes Everything with Joel Wiegle
In this episode, Adam and Micah share their journey of transitioning from short-term rentals to owning a hotel. They discuss the challenges faced during the closing process, the importance of understanding lender dynamics, and the necessity of effective communication with contractors. The conversation highlights the significance of teamwork, operational efficiency, and the emotional investment in
22 - From College Intern to Being Under Contract on a 65 Room Hotel: The Lake Erie Deal with Erich & Pete
In this episode of the Unofficial Boutique Hotel Secrets podcast, hosts Adam and Micah engage with guests Pete Milenkovich and Erich Schick, who share their journey from short-term rentals to boutique hotel ownership. They discuss their backgrounds, the challenges of finding the right deal, and the strategies they are implementing to create a unique boutique experience. The conversation also delve
22- The Outer Banks Bet: How One Developer Is Turning a 1952 Beach Motel into a 47-Key Luxury Hotel with Jonathan St.Leger
In this conversation, Jonathan St.Leger discusses the importance of creating opportunities in the real estate market rather than simply waiting for deals to come. He emphasizes the need for creativity in identifying value-add opportunities, whether through ground-up development or enhancing existing assets. Key considerations include zoning, density, and the potential for adding amenities or addit
21 - From 19 Years in the Air Force to Betting It All on Hotels with Vincent Harris
In this episode of the Boutique Hotel Secrets podcast, Adam and Micah discuss the journey of transitioning from short-term rentals to boutique hotels, emphasizing the ups and downs of the hospitality industry. They welcome Vincent Harris, who shares his story of moving from a W2 job to full-time entrepreneurship in real estate. The conversation highlights the importance of community, networking, a
20 - Stop Renting Your Guests: The Direct Booking Playbook with Mark Simpson
In this conversation, Mark discusses the critical role of direct bookings in the hospitality industry, emphasizing that a significant percentage of these bookings begin with searches on online travel agencies (OTAs) like Airbnb and Booking.com. He highlights the necessity for property owners to be prepared to capture these leads effectively. Furthermore, Mark addresses the risks associated with ov
19 - Stop Chasing Pretty Properties: The Ugly Hotel Strategy That Actually Pays Off with Joel Weigle
In this episode, Joel Weigel shares his journey from short-term rentals to building boutique hotels and experiential destinations. Learn how to acquire, operate, and scale properties while creating unforgettable guest experiences.Connect with Joel: Find him on Instagram: @joelweigleLoved this Episode?Connect with Micah:Instagram: micahinvestsTiktok: micahinvests1Connect with Adam:Instagram: adami
18 - Raising Capital and Structuring Boutique Hotel Deals with Isaac
In this episode, Isaac Oswaltshares his journey into boutique hotel investing and breaks down how capital, deal structure, and team alignment come together to close successful hotel acquisitions. He explains how investors and banks evaluate deals, why equity can be easier than debt, and the key metrics—like NOI, IRR, and equity multiples—that matter when scaling boutique hotels responsibly.Connect
17 - Scaling Boutique Hotels with Systems and Teams with Rashmi Bhat
In this episode, Rashmi Bhat shares her journey from restaurants and short-term rentals into scaling boutique hotels. She breaks down hotel management as an entry point, building systems and teams, leveraging relationships, and why patience and saying “no” to most deals drive long-term success. Connect with Rashmi: Find her on Instagram: toastyindian, resohospitality Connect with Micah:Instagram:
16 - Building in Public: The Raw Truth About Renovations, Trust, and Boutique Hotel Life with Micah & Adam
In this episode, Adam and Micah give a behind-the-scenes update on their boutique hotel renovation in Page, Arizona — navigating contractor delays, a wild on-property incident, and an exciting partnership with the local conservancy tied to the hotel's namesake, John Wesley Powell. They also reflect on the power of building in public and share how authentic social media storytelling is openin
15 - What Spreadsheets Don't Show: First-Time Hotel Owners Document Every Decision with Micah & Adam
In this episode, Adam and Micah share raw, unfiltered updates from the renovation trenches—from navigating their first contractor draw that took two weeks instead of two days, to making over 3,600 decisions in just 33 days of ownership. They also announce their new role as official hosts of the Boutique Hotel Secrets podcast and reveal their strategy for a soft opening before the May 1st grand ope
14 - One Fire at a Time: First-Time Operators Navigate Flooded Toilets, Funding Delays, and a $348K First Draw with Micah & Adam
In this episode, Adam and Micah navigate their first $348K construction draw, deal with four flooded hotel bathrooms, confront the reality of maxed-out credit cards versus outsider perceptions of wealth, and explore community partnerships that could transform Page, Arizona's hospitality landscape.Connect with Micah:Instagram: micahinvestsTiktok: micahinvests1Connect with Adam:Instagram: adami
12 - Week One Woes: The $50K Surprise We Didn't See Coming with Micah & Adam
In this episode, Adam and Micah share raw, unfiltered lessons from their first week as boutique hotel owners—including a shocking $50,000 WiFi infrastructure surprise they didn't see coming and the reality of keeping a business running while renovating. They pull back the curtain on payroll complications, donating furniture to the Navajo Nation community, and why buying a hotel means buying a
13 - How We Closed on Our First Hotel (Despite Bank Freezes, Asbestos & the Holidays with Micah & Adam
In this episode, Adam and Micah share the chaotic final days of closing on their first hotel—from raising $100K in an airport in 30 minutes to navigating bank freezes, asbestos discoveries, and holiday deadlines. They reveal what they learned about the property's neglected condition, their plans to transform the worst hotel in Page, Arizona into the best, and how social media is already conne
11 - From $0 to $1.2M in 90 Days: Our First Hotel Capital Raise with Micah & Adam
In this episode, Adam and Micah share their journey from zero to $1.2 million raised in just 90 days as they approach closing on the Wesley Hotel, covering everything from navigating SBA lending and courting multiple lenders to discovering the power of building relationships with financial advisors and leveraging bonus depreciation for massive tax benefits.Connect with Micah:Instagram: micahinvest
10 - The Truth About Raising Investor Money for Your First Hotel with Micah & Adam
In this episode, Adam Walls and Micah Thomas share their journey raising capital and closing a boutique hotel deal in Page, Arizona. They discuss SBA 7(a) loans, syndicating investors, software and vendor choices, and lessons from a capital-raising conference—including self-directed IRAs and the importance of pitching your story. They also preview their webinar series for aspiring boutique hotel i
09 - $50K on the Line: The Moment Our Boutique Hotel Deal Got Real with Micah & Adam
In this episode, Adam Walz and Micah Thomas share a major milestone in their boutique hotel acquisition as their deal enters the high-stakes phase of going hard with earnest money. They break down the realities of financing challenges, investor conversations, and the persistence required to get a complex hospitality deal to the finish line.Connect with Micah:Instagram: micahinvestsTiktok: micahinv
08 - We Finally Named Our Boutique Hotel (Here’s the Story Behind It) with Micah & Adam
In this episode Adam and Micah reveal the story behind the name of their first boutique hotel and why branding is such a critical decision for new owners. They share the inspiration behind “The Wesley,” discuss the legacy of John Wesley Powell, and explore how storytelling, SEO, and guest experience shape a strong hospitality brand.Connect with Micah:Instagram: micahinvestsTiktok: micahinvests1Con
07 - Creative Financing Potentially Saved Our Boutique Hotel Deal with Micah & Adam
In this episode Adam and Micah break down a roller-coaster week in their hotel acquisition journey. After facing the potential loss of a key investor, they explore creative financing options, navigate negotiations with the seller, and share insights from an unexpected two-hour call with experienced boutique hotel operators. It’s a candid look at the pressure, persistence, and problem-solving requi
06 - When Your Biggest Investor Backs Out of the Deal with Micah & Adam
In this episode, Adam and Micah share a candid look at the highs and lows of raising capital and navigating financing for their boutique hotel project, including unexpected investor challenges and creative strategies like subject-to deals. They reveal honest lessons on mindset, persistence, and handling uncertainty in the boutique hotel world.Connect with Micah:Instagram: micahinvestsTiktok: micah
05 - Why Good Design Is a Revenue Strategy – Courtney Petrovich
In this Episode Adam and Micah talk with Courtney Petrovich about how investor-focused design choices impact ADR, operations, and guest experience when moving from short-term rentals into boutique hotels.Connect with Courtney: Instagram: denoridesigns Loved this Episode? Hangout with us. Connect with Micah: Instagram: micahinvests Tiktok: micahinvests1 Connect with Adam: Instagram: adaminvests1Lin
04 - Walking the Property: What You Only Learn On-Site with Adam & Micah
In this episode, we share our first on-site experience walking a 50-key boutique hotel under contract in Page, Arizona. We break down what inspections look like at scale, lessons from contractors and guest stays, uncovering hidden issues, and how local partnerships, culture, and big-picture vision shape a successful boutique hotel.Loved this Episode? Hangout with us. Connect with Micah: Instagram:
03 - Micah and Adam are Under Contract for Their First Boutique Hotel. Now What?
In this episode, we share the milestone moment of officially going under contract on our first boutique hotel and what that shift means in real time. We break down the due diligence process, from financing and SBA loans to inspections, contractor bids, and navigating banks without prior hotel experience.Loved this Episode? Hangout with us. Connect with Micah: Instagram: micahinvests Tiktok: micahi
02 - From STRs to Hotels: Due Diligence in Real Time with Adam & Micah
In this episode, we share the milestone moment of officially going under contract on our first boutique hotel and what that shift means in real time. We break down the due diligence process, from financing and SBA loans to inspections, contractor bids, and navigating banks without prior hotel experience.Loved this Episode? Hangout with us. Connect with Micah: Instagram: micahinvests Tiktok: micahi
01 - How One Hotel Deal Can Change Your Life with Mike Sjogren
In this episode, Mike Sjogren shares the story behind building the Boutique Hotel Secrets community and helping STR operators transition into boutique hotel ownership. He discusses the realities of hotel operations, the power of collaboration and masterminds, and how the right deal and team can transform your financial future.Connect with Mike: Find him on Instagram: @mike.sjogrenLoved this Episod
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