5 questions with French Cowboys Hospitality
Add Axios as your preferred source to
see more of our stories on Google.
Franklin Dusserre (left) and Dylan Petrich, co-owners of French Cowboys Hospitality. Photo: Courtesy of French Cowboys Hospitality
A pair of French American hoteliers is turning forgotten properties into unique stays for weekend escapes.
Why it matters: Franklin Dusserre and Dylan Petrich, owners and operators of Austin-based French Cowboys Hospitality, want to carve out a middle lane between budget hotels and luxury resorts, and their strategy is to renovate neglected properties about two hours from a major city.
Case in point: In 2023, the pair purchased and renovated the Gruene Outpost River Lodge in New Braunfels before reopening it as Hacienda del Rio this summer.
- Rates start around $95, depending on the night. Amenities range from billiards and canoeing to cocktails at the bar and a dip in the pool.
Dusserre chatted with us about where to travel in 2026 and how they approach renovating a property.
This interview has been edited and condensed for clarity.
1. How do you identify a place with the potential to become a destination?
"We're drawn to places with natural beauty, a compelling history and a strong local community: the kinds of towns where you feel at home the moment you arrive. All of our properties sit directly on rivers, creeks or lakes, so access to nature is non-negotiable."
- "We look for towns within a 2–3 hour drive of major Texas cities, then spend real time on the ground: talking to locals, trying the restaurants, and getting a feel for the community."
2. As travelers look for easy getaways within driving distance of Austin, where do you see the hottest short-trip destinations emerging in 2026?
"New Braunfels and Gruene seem uniquely well set-up for continued growth because they're one of the rare Texas markets with true year-round demand: tubing, river activities and Schlitterbahn in the summer, major events like Wurstfest and the Christmas Market in the fall, and steady traffic to Gruene Hall all year long."
- "The momentum of so many new and exciting restaurants, bars and hotels recently completed or in the works only adds to that trajectory."
3. From wellness amenities to coworking spaces, your properties seem built for the blended realities of work, rest and play. Which traveler behaviors are shaping your design decisions most heading into 2026?
"We see two behaviors continuing in 2026 and beyond: Travelers will keep seeking easy, unique, plane-free getaways, so accessibility — in both distance and price — will increasingly shape where people choose to go. Plus, physical and mental wellness."
4. French Cowboys aims to sit between budget hotels and luxury resorts. What does a modern traveler want from that middle tier, and how do you deliver it without the price tag?
"We deliver that by renovating thoughtfully rather than rebuilding ... keeping properties partially open during upgrades to maintain revenue, investing in what guests value most — comfortable beds, great showers, thoughtful amenities — and trim what they don't."
5. Do you see Texas as a boutique hotel hot spot, and what does that mean for what's next for French Cowboys?
"Texas is absolutely becoming a boutique hotel hot spot, and more broadly, a destination for anyone building a business, thanks to its growth and the deep pride Texans have in supporting Texas-based brands."
- "We're continuing to expand across the Hill Country and Austin, while also exploring the Texas coast ... and new pockets around Houston, Dallas and San Antonio."