Classifications for
Boutique Hotels
The BLLA (Boutique and Life-
style Lodging Association), in a
recent study revealed that with
more travellers looking for alter-
native tourist accommodation,
the demand for independent
boutique and lifestyle hotels is
growing. Independent hotels ac-
count for more than 75 percent
of the 500,000 hotels worldwide,
reflecting a global revenue of
more than $240 billion. Here lies
a very clear anomaly – if boutique
hotels have been defined by ex-
perts as small and unique, why are
we experiencing a growth in bou-
tique hotels such as the Roosevelt
Graduate Hotel with 196 rooms
in NYC and the designer hotel –
Domino Towers in Saudi Arabia?
Back in 2010, the BLLA pro-
posed a classification that would
determine the character and fea-
tures for boutique hotels. John
Russell, CEO of NYLO Ho-
tels and a BLLA board member
was quoted as stating that “The
classification system will help to
better define boutique and life-
style property types, standards,
characteristics, and attributes,
addressing the differences within
each region, affording boutique
properties a means with which to
market themselves within their
niche, and travellers, a simpler
decision-making process when
choosing their boutique stay.”
Over the last decade the concept
of the boutique hotel in Malta and
Gozo has grown. The concept has
become popular in the regenera-
tion of the historical urban walled
towns around the Grand Harbour
as well as the quiet, semi-rural
areas of Gozo. Estate agents are
cashing in on this opportunity
and advertising the large tradi-
tional townhouse as the ideal site
for these boutique hotels. But how
can you find an application for
classifying this concept hotel?
Certainly one may be forgiven for
not finding the official classifica-
tion of a boutique hotel – these
are classified as five star or four
star hotels and described simply as
“boutique”. So is that term – bou-
tique – merely a marketing tool or
is it a real experience?
Eighty years ago Valletta present-
ed a fair list of hotels within its
walls – the term then was not of
Travellers were
now looking for
accommodation
that resembled a
‘home-from-home’
environment with
service
HOSPITALITY MALTA
Issue 03
57