SMALL
The going industry standard for “ small ” would mean less than 100 rooms but more than 10 . More than 100 and you ’ re falling into the “ luxury hotel ” category . Less than 10 and you ’ re likely an Inn or B & B .
STYLISH
For those who meet the size requirement , those 100 or fewer rooms need to embrace a certain spirit - modern designs , edgy décor and a contemporary vibe to service your sophisticated clientele . Boutiques pride themselves on their art selections , bold colors and audacious furniture . In the Age of Instagram it ’ s highly likely these photogenic qualities are responsible for the boutique hotel boom in the first place .
Millennial and GenX guests are looking for enticing backdrops to tell their stories against , and as their buying power grows so too must the industry ’ s ability to provide them with what they want . Boutiques offer the urban settings and boisterous amenities that will increase the value and viewer engagement of your guest ’ s story on social media .
SERVICE
But it ’ s not all for show . Along with the design elements comes a dedication to ultra-personalized service . Sophisticated clientele will expect a true boutique to anticipate their needs and do their research prior to arrival . This means more communication with the guest directly . Your social platforms are an excellent way to spark a conversation with your guest and learn their expectations ahead of time . More and more guests are using platforms like Messenger and Twitter to have direct conversations with hotels during the shopping process . The more responsive and personable your hotel is , the more likely that guest will feel a personal connection to your brand , and follow through to booking .
SOPHISTICATED CLIENTELE
Now that you ’ ve done your research you ’ ve likely learned that your boutique guest requires more than a bed and a bathroom . They want an experience . They want to bring their dog along for the ride so you ’ ll need to be pet-friendly . They want premium bath products and plenty of Instagrammable moments when it comes to in-room items like slippers , robes , mini-bar , etc . More importantly , they want a strong F & B game attached to the experience .
Rooftop bars , poolside cabanas , seductive lounges and locally inspired restaurants are all crucial parts of the guest ’ s story . The menus and dining ambiance offered in all parts of the hotel have to be photo-ready and have the sophisticated digital traveler in mind .
URBAN LOCATION
How important is an urban location ? True , many boutiques thrive being in the middle of the city . Sophisticated guests want to be able to walk out the front door and have local coffee shops , clothing stores , music , and restaurants within reach , but there are definitely the boutiques who are able to build their brands in rural , quaint and rustic settings as well .
While the boutiques can certainly be rural the one thing they are not is suburban . Shopping malls , parking lots and department stores are not the ambiance your boutique hotel client is going for . The spirit of a boutique hotel absorbs its surroundings and the mendacity of suburbia simply doesn ’ t resonate .
TRUE BOUTIQUES
As the hospitality industry moves towards engaging guests in an experience , the more established corporate brands are hedging their bets and launching their own boutiques to combat dying loyalty programs , outdated designs , and tired amenities .
Despite fancy new names , these “ boutiques ” are still coloring with the corporate crayons that drew their blueprint and it shows in every aspect of their template-driven operations and branding .
It could be argued that the true boutiques are independent . They don ’ t have six different locations for the same hotel . They aren ’ t “ by ” anyone . They each have their own identity and each offer their own experience . They ’ re small , stylish , service-oriented , sophisticated and showcase the best of their urban or rural locations as a one-of-a-kind experience .
A boutique boom is upon us , and the preservation of the term ’ s standards is essential . Devaluing the boutiques by allowing others to falsely brand themselves as such will eventually lead to all of us being boutique , or perhaps , none of us .
About the author Megan Brewer is the President of Socierge Hospitality Marketing , a social media consultancy designed specifically for boutique hotels . The core values of Socierge encompass specific criteria that yield dramatic results and develop a reliable relationship between your brand and your guest . With Socierge your property can enjoy the benefits of a full-time social media position without the overhead costs of hiring in-house . Socierge operates as an extension of your existing marketing team and creates a simple , customized contract that sets your property up for success .
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