Characteristics of a boutique Hotel
Seeing that it is so difficult to define exactly what a boutique hotel is…it may be far simpler to discuss the characteristics that separate a boutique hotel from other lodging options, as well as the distinct common features they have in common.
City location – Good locations for boutique hotels are not determined only by manner of convenience, but also by the trendiness and chicness of the respective neighborhoods. Most existing city boutiques are located in ‘happening’ cities such as New York, London, San Francisco and Miami. However, in recent years more and more companies are targeting other smaller cities that still have strong potential for boutique hotels; cities with vibrant economies and high-end residential areas but just has standardised hotel inventories. The style and design of city boutique properties are different to that of its resort counterparts. Technology has a strong focus either with lighting and music or technology that is provided for the guests (such as in-room DVD players, flat screen TVs, cordless phones, and high speed internet access. The entertainment in the boutique hotel is also important in creating a lively, chic and trendy atmosphere. Entertainment is not just live music and performances, but the idea of a boutique hotel is entertainment in its own nature; hip restaurant, lounge, and bar; its theme or decor.
Resort location – boutique hotels in resort destinations are exotic, small and intimate. These hotels give their guests the chance to explore the local feel without sacrificing luxury. Although location is just as important in resort destinations as in city destinations, the word ‘trendy’ has a different designation in this matter; if location should be ‘centrally’ in the case of city boutique hotels, trendy resort boutique are generally well-hidden, tucked away in remote corners. Often the more difficult a destination is to reach, the more fashionable the location is considered. In boutique resort destinations, service is generally more important than it is in boutique city destinations.
Size – does it matter? Many industry commentators feel that size is an important factor when determining a boutique hotel. However, they appear to range from very small in double figures up to more than 600 rooms. Some argue that it is difficult to lock-in the personalised service that the concept is renowned for at such high levels of rooms in the 400 to 600 range. For example Marriott’s Autograph Collection ranges from 3,000 rooms the 15-room retreat - the Cosmopolitan Las Vegas.
Experience – most boutique/lifestyle hotels aim to offer the guest some type of ‘experience’. Bjorn Hanson, global hospitality leader for Pricewaterhouse Coopers, said that experience is mostly being aimed at younger generations, with more natural materials and fabrics, food geared toward “grazing” rather than dining, a greater emphasis on technology and common areas that offer guests a variety of places to congregate. (Even when shackled to their laptops), Mr. Hanson says, younger travellers seek out social environments more than their elders. Schrager defines boutique as an approach and attitude. He places the emphasis on entertaining his guests by creating a theatrical atmosphere that attracts all the senses: through architecture, design, colour, lighting, art and music.
Architecture and design – style, distinction, warmth and intimacy are key words in the architecture and design of boutique hotels which appear to attract a set of consumers looking for something different to fulfill their needs. Boutique hotels are not standardised, they are individual and unique. They often have a theme and this runs throughout the whole hotel even to different guest bedrooms all designed along a similar theme.
Service – boutique hotels feels that what differentiates them from standard hotels is the connection that hotel guests experience with the staff. Personalised service is considered to be a key aspect.
Target market – customers are generally in their early 20s to mid-50s, with mid - to upper income averages. Some have different target markets, for example Ian Schrager aims his products at creative people.
Ilzaf Keefahs – writes on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike
|
|
|
|
