Skip to main content

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.

Comments

  1. Edition - Debut in Hawaii

    http://pacific.bizjournals.com/pacific/stories/2010/05/03/editorial4.html?b=1272859200^3283651

    ReplyDelete
  2. Most hotels around run the gamut from no-frills accommodation to knock-your-socks-off glitz and glamor, with a price tag to match.

    Cartagena in Colombia

    ReplyDelete

Post a Comment

Popular posts from this blog

Yammer: A Social Networking Site Exclusively for the Workplace

Effective internal communications among employees are related to some desirable organizational outcomes, such as robust morale, a clear vision, low turnover, and high employee engagement. The question is what platform can serve the purpose. This ABC News video introduces “ Yammer ,” an exclusive internal communication tool for companies. A user must use a valid company e-mail address to sign up for an account. Once an account is validated, the user will be led to the company page that is pretty much like a Facebook page. The difference is that only the users whose e-mail addresses share the same domain can see the wall and communicate with each other. I have no question about whether Yammer could be a useful internal communication tool for companies, but I just wonder: how many social networking sites do people need for communication? Why people have to “create” so many platforms or channels for “effective communications”? To many people, Facebook is only for “friends,” whe

Can leisure and work-from-home demand stimulate extended-stay hotel growth beyond COVID-19?

The lodging industry is   struggling   to fill the empty rooms in 2020. For months, U.S. hotels are running at an occupancy of 50% or lower.     Not every segment   suffers the same impact from the pandemic, however. Demand for   home-sharing  facilities had already bounced back over the summer. Airbnb reported a higher booking than last year. Marriott’s home-sharing arm is also doing well, seeing a sevenfold increase in booking over last summer.     Similar to what a residential rental or home-sharing facility   offers , guestrooms in extended-stay hotels also feature a full-size kitchen or a kitchenette. Extended-stay hotels are designed for travelers who want to stay at a “home” when away from home. A guestroom at the Residence Inn Miami Sunny Isles Beach   Extended-stay hotels vs. home-sharing facilities     Because COVID-19 is primarily transmitted through direct or indirect human contacts, people are highly encouraged to avoid unnecessary human interactions, leading to more   con

The 7 Ps marketing mix of home-sharing services: Insights from over one million Airbnb reviews

The 7 Ps marketing mix framework is a widely used managerial tool that helps businesses identify the principal components of a service product. The 7 P elements include Product, Promotion, Price, Place, Participant, Physical Evidence, and Process.   The 7 Ps framework can assist marketers in making decisions regarding segmentation, positioning, and differentiation. Even for the same type of products with different brands, marketers can still drive higher sales through the improvement of a product’s marketing mix.     The empirical study about 7 Ps of home-sharing services   Building upon the 7 Ps marketing mix framework, I led a research team in a big-data, supervised machine learning analysis of over 1.14 million English reviews of 37,092 Airbnb listings in San Francisco (SFO) and New York City (NYC). We aimed to discover new meaningful business intelligence through the analysis of an immense quantity of online review information that is created by consumers in the cyber marketplace