About 25 years ago, checking into a small-town independent hotel in Texas came with an assumed risk. While some hosts offered comfortable and quiet accommodations, others assumed you’d play along with their ruse that the giant stain on your floor wasn’t caused by a shooting. As time went on, Holiday Inn Express and other chains infiltrated the hinterlands, but if the reliable corporations brought relief, they also spread blandness as though it was a necessary contagion. Older independent properties in the urban areas got their facelifts—not so much in the small towns.That was still mostly the case when French friends Franklin Dusserre and Dylan Petrich cofounded the hospitality outfit French Cowboys in 2021. They looked around for small-town diamonds in the rough and got to…
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