It’s a trend; it’s a popular search term; it’s unique, it can be whimsical, creative and fun or upscale and classy, but what makes a property a boutique accommodation? Style, Service, Size, Specialization, Sophistication? It depends; it could be all of these features and more. As independent properties with only yourself and your guests to answer to, branding and marketing your inn as boutique, or not, is a conscious decision that requires a clear vision and a strong commitment. The biggest marketing mistake any business can make, lodging or otherwise, is to build a brand in an attempt to capitalize on a trend and then offer a product or service based on false promises.
What exactly does boutique mean?
Ask 10 people what the definition of a boutique property is and you’ll get 10 different answers. Many bed & breakfasts and inns are boutique or could be since they already portray many of the characteristics of a boutique property in terms of aesthetics, personal service, and atmosphere. Bed & breakfast innkeepers have the freedom to develop a boutique experience, if desired. Looking at some of the features that shape a boutique image is the first step:
Size: When it comes to boutique bigger isn’t necessarily better. Properties are typically small, intimate in scale with a comfortable, yet private ambiance.
Individuality: Properties have a distinctive “vibe” – never cookie-cutter or drab and are usually independently owned with great attention to detail.
Design: Architecture, interior design, and amenities are unique and upscale, sometimes combining historic details with chic elegance and luxury. Can include high-quality, designer furnishings, organic or handmade toiletries, quirky artistic touches, etc.
Character: Fun and funky, trendy, eccentric and upbeat with an independent spirit that could be conveyed through creative guest offerings.
Location: In trendy, , lively, vibrant, up-and-coming places that leverage the best of their surroundings, or property in itself is perceived as a destination.
Culture: Regional elements are often incorporated to reflect the location’s heritage through color and art. The entire guest experience from décor to services could be modeled around a particular subject found in art, fashion, history, etc.
Service: Exceptional, highly personalized service is a hallmark.
Cuisine: Hip, trendy, authentic, fresh and often locally sourced high-quality offerings that fit the unique ambiance of the property.
Guests: Individual personalities that are as unique as the property itself with no stereotypes.
To Boutique or Not to Boutique
By Mary White