HOUSTON-Hotel industry professionals and tourists alike are used to the litany of segments: upper-upscale, select service, upscale and so on. These terms are comfortable. Trusted. And they certainly require little explanation. However, John Keeling executive vice president at Valencia Hotel Group (with whom GlobeSt.com caught up at the recent Lodging Conference) thinks it’s possible to blur the thus-far regimented lines a little and maintain a wide consumer appeal – while also presenting something a little different.

“We see our hotels as the 21^st century reinterpretation of the grand old hotels of the 40s and 50s,” he said, citing the portfolio that includes the Hotel Sorella based here and the Hotel Valencia on the River Walk in San Antonio. The latter is, according to the website, “inspired by the namesake Mediterrenan community in Spain.” This is not to say that the hotel property has an international feel, but it – and Valencia – are striving to reinvent what an upscale hotel means.

“The great hotels were about hospitality,” he said, “our goal is not to create something that is not in your face hip, but create a hotel that addresses the contemporary culture with a sense of being timeless and classic.”

Their latest offering will truly be a game-changer, according to Keeling, who thinks that it could mark the wave of the future. Valencia is “breaking all the rules” with its Lone Star hotel property, to be located in Austin. This hotel is “the 21^st century reinterpretation of the motor court of the 40s and 50s,” he explained. “These hotels were kinky and fun and had great names, big gaudy neon signs.” Keeling said that bringing back the concept is unique, and will “provide a unique experience for the consumer,” appealing to families, baby boomers and generation X-ers.

But just how will Lone Star and it’s future siblings be “unique”? Keeling outlined: “we’ve taken a 3 star concept, given it 4 star rooms and we’re going to apply a management style that emphasizes 5-star service. We’re going to have a stripped down staff but each one of those people are going to be empowered like it was a Four Seasons…there  is no “no” for guests and that’s a 5 star attitude.”

These are bold words from Keeling, who feels that Valencia’s goals and outstanding attitude will attract guests despite, he said, not having any kind of a rewards program for frequent travelers. “We see the enemy being boredom,” he said, “we make a fetish out of being surprising.”

Whether or not bringing back vintage concepts with 5-star style will be a success can only be determined over time. However, you’ve got to admire Keeling – and Valencia’s – pluck. If nothing else, it’s refreshing to see a strong competitior enter the marketplace. Because after all, who says that it isn’t time for some good, old-fashioned change to perceptions of segments in the hotel industry?