Reviving forgotten hotels into charming stays, two French-American friends are working to reshape hospitality in the Hill Country. Co-founders Dylan Petrich and Franklin Dusserre are the duo behind French Cowboys, a vertically integrated hospitality company which touches every step of the process.

Both sons of French fathers and American mothers, Dylan was raised in London and Paris, while Franklin grew up in Paris. The two met as students enrolled in University of Pennsylvania’s prestigious Huntsman Program, graduating with dual degrees from Wharton before forging separate careers — Dylan in banking and Franklin in real estate. Eventually, they reunited in Austin to start what became known as French Cowboys.

In many ways, it seems like French Cowboys was inevitable.

Sprinkled across the region, each of their eight hotels is a unique endeavor designed to preserve the local legacy while fostering positive community impact. From the newly unveiled Hacienda del Rio in New Braunfels, which underwent a two-year renovation, to the recently acquired Heidelberg Lodges surrounded by pecan trees on the unforgettable Comal River, French Cowboys are on the move. The goal? To deliver boutique design-driven escapes at accessible prices that, according to Franklin, exude a touch of French and a whole lot of cowboy.

Vision & Approach

In 2020, Dylan and Franklin started pivoting from one major ground-up build to focus instead on restoring boutique hotels, lodges, and inns of up to 100 rooms. Dylan says they spent a lot of time in the Hill Country, driving around and meeting with business owners and brokers because the gems they look for aren’t listed for sale. Franklin recalls how they’d discovered weary properties in iconic towns with beautiful views—but with musty carpets, old bathrooms, no food and beverage service, and no amenities or marketing. Among their finds were inns occupying a historic stagecoach shop and an old German bowling alley. The challenge lay in injecting a dash of cool and sexy while preserving authenticity and affordability.

To build trust, they conduct a charm offensive, a slow approach brimming with TLC. They engage with residents, stressing their desire to partner and fit into the neighborhood — not to disrupt or displace anyone. Dylan recalls that some property owners are simply relieved to sell while for others the decision is bittersweet — especially when repeat guests have been coming for 40 years. Though the properties may be tired, they’re memory-soaked and welcoming. “You can feel the magic,” Dylan says.

Design Ethos & Craft

After an acquisition, French Cowboys sit and listen. “When we purchase these properties, we deliberately do not start making improvements right away,” Franklin emphasizes. Instead, they take about six months to observe the asset and listen to the guests to learn what’s working and what’s not. Dylan believes their collaborative approach is essential to building a sustainable brand.

The process means each project looks different. Though the brand is anchored in an eclectic mix of high design with lived-in comfort, hotel to hotel, the design aesthetic varies to seamlessly cohere with the character of each place. “We don’t want a rinse-and-repeat model so every room looks the same,” Franklin says. “Every hotel has a different story, bones, guest demographic, and tone, so we curate to that.” Instead, they find one-of-a-kind pieces from small-scale vendors and antique shops on main street. As a result, every hotel pops with personality and tells a layered story of past, present and future.

Community & Economic Impact

Franklin cautions against thinking of Hill Country as one market; it’s a diverse collection of small towns, each with a unique feel. Understanding what’s appealing to each locale guides their approach. “We’re building [each property] in a way that it can hopefully be an extension of the local community center,” Dylan explains. So, neighbors are always welcome to make use of the amenities, whether it’s having coffee or happy hour, a pickleball game or pool play.

French Cowboys is a job-generator, from low-wage workers to six-figure salaried managers. “When we come in, we’re creating jobs because we are looking for new employees on the housekeeping side, on the front desk side, and, we’re [also] looking for managers,” Franklin says. It’s an unmistakable win for everyone when they come to town and hire townsfolk.

“We’re always looking for ways to collaborate with locals, because the only way that we succeed is if these places become a foothold within the community,” Franklin says. They bring in Hill Country talent like artists and musicians for live music, gallery shows and paint-sip parties. To power their culinary program, they tap nearby farms, local food trucks and source from one-of-a-kind artisans like OroBianco, Texas’ only Italian-inspired water buffalo dairy which produces decadent gelato. The vibe created is a genuine expression of Hill Country culture.

Looking Ahead

French Cowboys aspires to create iconic hangouts, a la Hotel San José on South Congress, but with rates in the Courtyard Marriott range. Dylan says they can borrow from these places which see a beehive of business from Austinites who drop in for a drink at the poolside bar. Recognizing they’re part of something bigger, they work closely with local tourism offices to help the area grow more prosperous.

In the future, French Cowboys hope to continue growing, working on slightly larger projects, and collaborating with hotel owners and real estate companies who like the look and feel of their platform. “They’re going to seek us out because they see we’re good managers, but also because the brand speaks to them,” Dylan says. In fact, this is already happening: they were approached to manage and operate projects like Blacksmith Quarters on Main Street in Fredericksburg and Webber East in East Austin.

One property at a time, the signature blend of French flair and cowboy swagger is reimagining Hill Country hospitality.

French Cowboys Current Portfolio

Heidelberg Lodges

New Braunfels, TX