As millennial purchasing power expands, so will their preferences. And guess what? Millennials adore a good boutique hotel experience.
And who can blame them? The idea of a boutique hotel sounds sexy. Boutique hotels are big enough for a getaway, but small enough to feel homey. They are more intimate compared to hotel chains and attract guests who want exceptional service. The most fashionable urban areas, especially trendy city centres, are adorned with boutique hotels– each with their own stylish vibe.
And there are many upsides for boutique hotel owners. Imagine the most eclectic piece of design you’ve ever seen– then turn it into a building. For most travellers, a boutique experience is a luxury experience–with the luxury price tag to match. But what is a boutique hotel?
So… what is a boutique hotel?
To understand why owning a boutique hotel has become so iconic, we’ll first need to grasp the concept boutique hotels embody.
Almost exactly 30 years ago, Ian Schrager and Steve Rubell opened Morgans Hotel– the first boutique hotel in New York City and the world. In a time when consumers were used to the impersonal, cold aesthetics of larger hotel chains, Morgans Hotel stood out with its individually decorated rooms and exquisite attention to detail. Following this trend, San Francisco also played a significant role in the boutique hotel movement, with the Clarion Bedford Hotel standing as a notable example.
Patrons describe Morgans Hotel as the hospitality industry’s first venture into catered luxury. While traditional hotels focus on providing the same experience across all hotel rooms, boutique hotels emphasise personalisation throughout every aspect of its being.
Many have sought to recreate the magic Schrager and Rubell captured at Morgans, the fact that few hotels manage to capture the boutique hotel experience is what makes it the fastest growing hotel type in the hospitality industry. That, and the fact that luxury markets are seldom affected by recessions.
What are the distinctive characteristics of a boutique hotel?
The most distinctive characteristics of a boutique hotel are its service offerings, its own character, its amenities, its importance to the local community, its personality, and its uniqueness. Boutique hotels are renowned for their personalised service, offering individual attention and tailored experiences that make each guest’s stay more comfortable and enjoyable. Cookie cutter hotels aren’t able to capitalise on these aspects like many boutique hotels can use them to your advantage by:
Being one of a kind.
When it comes to boutique hotels you’ve got to think small–really small. Size matters, but not in the way you might think.
Boutique hotels distinguish themselves from chains with fewer rooms. The smaller scale brings focus to a boutique’s unique story and personality. The more intimate setting allowing for a closer connection between staff and patrons, fostering a warm, welcoming environment that is highly sought after.
Selling your uniqueness is important. Especially in major cities, where the ability to offer tailor-made services makes or breaks a boutique.
Providing elegance and exceptional service
Boutique hotel staff generally pride themselves on their unwavering commitment to impeccable service. Boutique hotels employ staff willing to go the extra mile to make guest feels remarkably well-cared-for and valued.
Through meticulous attention to detail, and tailor-made services, most boutique hotels win guests over with bespoke experiences that guests can’t wait to share with those missing in attendance.
Being central to city centres and cultural attractions
You will find boutique hotels centred in any city’s urban district. Its fashionable location and connection to a city’s culture is what warrants its price point. For this reason, boutique hotel’s location plays a pivotal role in defining its overall guest experience.
Guests of boutique hotels are lookling to immerse themselves in culture. This proximity to artisanal, authentic, and local culture enables guests to truly engage with their new surroundings. Boutique hotels generally try to provide an authentic experience that resonates with the character and spirit of its setting.
Offering bespoke amenities will get you far
Unlike chain hotels, which lack modern amenities, a boutique hotel’s job is to turn a regular hotel stay into an unforgettable experience. And it’s this dedication to experience that sets boutique hotels apart from large hotel chains and solidifies their reputation as hubs of luxury.
Boutique hotels go the extra mile to introduce patrons to treatments they have and haven’t heard before. You can get ideas for amenities to offer in your boutique hotel below.
Investing in the local community
As a small independent hotel, your earnings depend on your investment in your community. Many boutique hotels feature works by local artists, or incorporate locally sourced products. Or give back to local charities or voluntary organisations.
Contrary to chain hotels, boutique hotels thrive when they are connected to the culture around them; ensuring that guests receive an immersive experience that reflects the unique character and spirit of the local area.
Creating intimacy and closeness
The best boutique hotel leans into eccentric design to create intimate spaces. The best boutique hotels excel in offering guests intimate settings and events. This focus on bespoke interior design is what transforms a stay into a memorable journey.
Boutique-style hotels thrive on creating a unique atmosphere where every corner and space tells a story, inviting guests to lounge luxuriously while imbibing with company.
Being fashionable at all times
In the boutique hotel industry, it’s all about location.
Most boutique hotels are strategically located in the most fashionable areas, chosen for their proximity to local attractions, dining, and shopping. These locations allow for cultural immersion. Residing in vibrant neighbourhoods, boutique hotels offer a central, chic destination for travelers seeking comfort and convenience. This prime positioning not only enhances the guest experience but also establishes the hotel as an integral part of the area’s stylish fabric.
Having a distinguished personality
Boutique properties need a distinguished personality to stand out in the crowded hospitality industry. As a hotelier, providing quality service is essential for differentiating your property from chain hotels and can be the deciding factor between your boutique hotel’s survival and failure.
The best boutique hotels are those that offer an unmistakable character combined with personalised attention to detail, ensuring that every guest feels valued.
Examples of properties you can convert to boutique hotels
Finding the right property to transform into a boutique hotel can be challenging for a hotel. Boutique hotels have a unique sense of style, architecture, and autonomy. Unique spaces you can convert to boutique hotels may include:
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Historic Mansions and Estates: Transforming a historic mansion or estate into a boutique hotel preserves the property’s architectural beauty and historical significance.
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Old Factories and Warehouses: Urban industrial spaces like factories and warehouses offer spacious interiors and a unique industrial aesthetic.
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Converted Churches: Churches are excellent candidates for boutique hotels due to their architectural grandeur and the serene ambiance they offer.
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School Buildings: Old school buildings, especially those with historic significance, can be transformed into a boutique hotel that offer a nostalgic charm.
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Lighthouses: Coastal properties like lighthouses provide a romantic getaway that can attract couples and travelers looking for peace away from the bustling city life.
Quick boutique hotel ideas for offering a personalised service experience
Offering unique experiences for your patrons doesn’t have to be challenging. Below we’ve provided a list of ideas you can use to get started creating a luxurious or boutique experience:
Customised Welcome Baskets
Tailor welcome baskets based on the guest’s preferences, noted during the booking process or from previous visits. These could include local delicacies, handcrafted gifts, or personalised items like monogrammed bathrobes or slippers.
In-Room Spa Services
Provide customised in-room spa treatments, such as massages, facials, and aromatherapy, tailored to guest preferences for relaxation techniques and scents.
Tailored Culinary Experiences
Offer a bespoke dining experience where patrons can choose their ingredients, cooking style, and even partake in a cooking session with a chef to create their meal.
Unique Room Fragrances
Allow patrons to choose their room’s fragrance from a selection of natural essential oils to be diffused during their stay.
Pillow Menu
Provide a pillow menu, offering a range of different types, such as hypoallergenic, memory foam, or aromatherapeutic pillows.
Cultural Immersion Kits
Offer kits that include local music, books, and films to help patrons immerse themselves in the local culture directly from their room.
