An Industry Leader Takeover with Travis Wilburn of The 100 Collection™

Welcome to the first installment of our Industry Leader Takeover series, where we highlight hospitality visionaries shaping the future of travel. At Brosy Studio, we specialize in helping boutique hospitality brands build meaningful, guest-centered marketing strategies. This series is our way of celebrating the people behind the properties, those raising the standard for what great hospitality can be.

We’re kicking things off with none other than Travis Wilburn, founder of Stay Charlottesville and The 100 Collection™. Travis is a pioneer in boutique vacation rentals and the architect of a national collection that champions local leadership, thoughtful design, and elevated guest experiences.

His work is helping redefine how boutique brands operate and what travelers should expect.

Community First: Why Local Still Matters

Travis didn’t build Stay Charlottesville to be just another vacation rental company. From day one, his vision has centered around celebrating and preserving the local soul of each destination.

“Nobody’s traveling to see an Applebee’s on a five-lane highway,” Travis said with a laugh. “They’re coming to find the best cappuccino in town, to hear someone say ‘oh, you’ve got to try this trail or that sandwich shop.’ That’s where the magic is.”

In The 100 Collection™, this philosophy scales. Only hosts who are truly connected to their communities, what Travis calls the doyens, are invited to join. “They could be the mayor,” he joked, but he’s serious. Their role is to steward the reputation of their region, protect neighborhood relationships, and offer guests something no algorithm or distant property manager can.

For boutique hoteliers and short-term rental owners:
Authenticity wins. No amount of automation or optimization can replace what it feels like to be welcomed into a place by someone who deeply knows and cares for it.

Design Is Everything in Boutique Hospitality

When Travis listed his first property on Craigslist in 2007, he quickly realized something: photos sell. And not just any photos, phenomenal ones.

“Back then, the only way to stand out was great photography. That’s still true, but now it goes deeper. Design matters more than ever,” he shared. “Guests are looking for more of what they already have at home.”

He’s not just talking about pretty spaces. He’s talking about intentional, memorable, and operationally smart design. It needs to stand up to the rigors of hospitality. That’s why The 100 Collection™ is preparing to launch a design directory that connects, tags and credits vacation rental designers who understand both style and function.

What this means for you:
If you want your property to stand out in the boutique hospitality space, invest in custom interiors and vacation-rental-specific design. Leverage platforms like Pinterest and Instagram for inspiration and exposure.

Image of Desert Cove from The 100 Collection™

The Power of Unreasonable Hospitality

From handmade furniture to private vineyard tours to James Beard-level in-home dining experiences, Travis has become known for delivering over-the-top, unforgettable hospitality.

But that level of care doesn’t happen by accident.

“It all starts with asking, is this the right property for the right guest? If there’s any hesitation, the answer is no,” he said. “From there, it’s all about consistency. Inspections, high cleaning standards, and making sure expectations are exceeded.”

For Travis, even the pre-arrival concierge email is an opportunity to serve with intention. “We’re not just offering a stay,” he said. “We’re curating an experience guests will carry with them.”

Takeaway for hosts:
Ask more of yourself than your guests do. Make unreasonable hospitality your standard and back it up with systems that ensure it’s repeatable.

The Future of Travel: Clarity, Trust and Elevated Standards

Despite leading a nationally respected collection, Travis still finds himself staying in properties that look great online but disappoint in person.

“We’ve got to do better,” he said plainly. “Travelers deserve to know what they’re getting.”

He compared it to flying. Imagine if pilots didn’t need a license, or if you couldn’t trust the aircraft. Unfortunately, that’s the current landscape of vacation rentals: no true standard, too many unknowns. That’s why he started The 100 Collection™, to offer a vetted stamp of excellence that both guests and owners can trust.

For property owners and managers:
If you want to future-proof your hospitality brand, transparency and excellence are non-negotiables. It’s not about being big. It’s about being best in class.

Final Thoughts

Travis Wilburn doesn’t just manage properties. He sets a tone for what boutique hospitality can be. His vision is both a challenge and an invitation to all of us in the industry:

To do better.
To think bigger.
To serve more meaningfully.
To represent our places with pride.

Raising the Bar in Boutique Hospitality