What you need to do, instead of bemoaning the American public's choice of the chain hotel, is to work with your non-chain brethren to raise their standards. Here's an idea - how about establishing a "Non Chain Hotel Standards Association Accreditation" program with some snazzy name like "Jay Approved" to indicate one that meets the standards you've described.
Great idea -- but it's been done. It's called "AAA".
Which, incidentally, is a totally, 100% legitimate organization. Unlike "Hotels.com", "Allstate Motor Club", or "TripAdvisor", AAA really DOES send inspectors to our hotel, unannounced, and really DOES ding us if something is wrong. Getting a AAA-rating is a HUGE deal, and if you don't see that big AAA sign out front of an independent motel, it means they do NOT meet the stringent specs set out by AAA.
(And BTW: Don't worry about their "diamonds" or "stars", as they are nearly meaningless. Example: The Alexis can't get higher than 2 stars, simply because we don't have an attached restaurant. There are 55 restaurants within a mile -- 55! -- and we deliver breakfast to each suite, but we can never be rated higher than 2 stars, no matter what.)
All the others (especially "Hotels.com", an organization that makes me want to projectile vomit every time I see their commercials) are TOTALLY fake. I can "earn" a higher "hotel rating" on Hotels.com right now, this afternoon, simply by emailing them and agreeing to pay them a bigger percentage of every reservation they send me.
Their commercials anger me every time I see them, because I
know that uninformed customers (which, in this case, is probably 99% of travelers) actually BELIEVE that they've got teams of guys out with tape measures, checking the hotels they "approve".
Now, as for the "Jay Rating", that brings up another issue. We've debated actually franchising our aviation themed hotel concept, since it's been successful despite being implemented at a property that had many historic problems. (I.E.: Poor past reputation; not a great drive-up location, a saturated lodging market, poor initial physical condition, etc.) We have succeeded against great odds, thanks in large part to the CONCEPT of the aviation theme. (Many people hate flying; few people hate aviation.)
However, in my experience, regardless of theme, what makes it possible for an independent to beat the chains -- DESPITE their huge marketing advantage -- is superior service. Providing that is an intensely personal thing -- you've really got to want to do it -- and I haven't figured out how to screen potential franchisees for that. And I sure haven't figured out how to do it with hourly employees who aren't under constant scrutiny of the ownership.
This is the reason we're selling the Alexis in Iowa City. I simply don't believe that Mary and I can maintain the standards we've set, from 1240 miles away -- and I'm not going to put my smiling (if ugly) mug on any webpage that "guarantees satisfaction" if I'm not able to do that.