Boutique Hotels = Unique Experience + Standardized High-Quality Service?


At the time when many hotels are working very hard to fill their empty rooms with reasonable ADR, developers are also rushing in the boutique hotel market. Here is an example: Marriott has already marketed its Renaissance hotels as a “boutique-inspired” brand. Then, it is teaming with Ian Schrager to develop a new luxury boutique hotel brand --- Edition (http://www.editionhotels.com/). Soon, Marriott is going to operate an independent boutique hotel under the Autograph Collections (today’s Yahoo!Finance; http://finance.yahoo.com/news/Marriott-to-Announce-First-prnews-1272329350.html?x=0&.v=1).

I wonder: Why boutique hotels become so popular? Why people choose to stay in boutique hotels rather than other brands?

Traditionally, a successful hotel brand gains customers’ trust and loyalty with consistency. People love consistent and friendly service in different places, but at the same time, would it be boring if they see the same bathroom and same furniture over and over again? In general, a boutique hotel is small and known for its “sexy” and “chic” style. A boutique hotel can be small, but small does not mean cheap. It usually offers guests full service hotel service with state-of-art guestrooms. A boutique hotel brand allows hoteliers to create “unique” properties with different color and decors under the same theme.

I can see why everyone is rushing in the boutique hotel market, but I also see the challenge of running these properties. That is how to make sure every property delivers the consistent service while providing the “unique” experience to customers.

Want to see more about the Edition concept (video)? Go to http://www.youtube.com/watch?v=LtdiF7Ch0tA.
Want to watch the news about Autograph (video)? Go to http://www.youtube.com/watch?v=16f6gfJiiLg.
Want to check out another boutique hotel collection (website)? Go to http://www.kimptonhotels.com/.
* Source of picture: http://www.marriott.com/autograph-collection-hotel/travel.mi.

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