Classic and timelessly chic, Boutique hotels typically offer luxurious indulgence.

Meeting the original criteria behind what has become a brand in itself, they were initially designed as a concept to cater to the taste of the increasing lifestyle traveller, ‘Boutique' is a synonym for taste, luxury, style and personalised service, to describe a few attributes. This brand has been successful in practice and for market image. However, now many a trendy offering is currently claiming to be a ‘Boutique'. This currently maturing trend is riddled with counterfeits and range expanders that de-standardise the original concept.  

There have always been individualised hotels where hoteliers have personalised their establishments. Personalisation isn't however the same as designing an establishment where the focus is on creating a unique lodging experience that ties into the guests' way of life, self image and interests, and gives self-expressive benefits.

Customers have expressed dissatisfaction with blandness in property design and want an experience. But, a minor adjustment to the colour scheme or furniture, isn't the same as total conceptual design. Consistency and wholeheartedness with a theme throughout and attention to the detail in service style and guests tastes, is essential. The good personalised services, need to reflect the theme and are also the reason guests choose to stay and return.

The Independent Hotel or Lodging proprietor

An example of an independent Boutique place to stay is the romantic getaway named ‘Secrets by the Lake'. Positioned in tropical Queensland, this tree top hideaway is a range of individual custom made cabins surrounded by lush green forest. The concept is romance and relaxation, it comes with privacy and luxury. Each retreat is personalised to the theme of the surrounding forests. For the guests, there is hand crafted and carefully chosen furniture and furnishings, not mass manufactured items but original and succinct. A spa bath over looking the lake, candles and dimmed lights set the scene. The interior of the cabins are carved in rich polished wood creating a warm ambience.

When the location naturally caters for the nature of the guest, such as this, then the boutique concept and personalised service is readily created. The complete package is what guests expect. To complete a relaxing unwinding romantic stay, there is also a champagne basket on arrival, warm croissants and a newspaper delivered for breakfast, discreet service, a boutique shopping and restaurant area in town and a possibility to have a massage. The nearby lake has canoes and boats for a peaceful swim or mid-morning row. There are tranquil foot paths on which to stroll. Soft music and a dvd collection encourages indoor ambience. The detail and finish is impeccable.

The Lifestyle Traveller

With the rise in the lifestyle traveller, there is a hotel for every lifestyle and budget. Living in a work of art would be a real relaxation away from home for an art lover. Current themes range from literature and culture to fashion and exotic.

Concept themes of Boutiques carry a specific meaning and speak to who we are. An avid reader will head toward the Literature/library Hotel New York. This establishment has a poetry garden and a writers den resembling the look, feel, and comfort of the guests ideal escapism home.

There is the possibility to discover the world of intriguing volumes of books and the room to stay is chosen according to a specific category. It would be an extraordinary travel experience entering into this world for the book lover. There is pleasure in unwinding and reading in an atmosphere like an exclusive book club, surrounded by tasteful décor, an selected art collection, plush luxury and good service.

Boutiques in Hotel Chains

The challenge became apparent for the hotel chains to create the individuality and give attention to detail and compete in the Boutique market.

The Kimpton Hotel, the original chain which embraced the Boutique challenge is now considered one of the smaller boutique brands. It took to the idea in mass in the 1980's in San Francisco. The larger chains waited to see if it would grow wings and take off. When it did prove to be popular, the concept was taken to new heights.

One of these new mid-priced lifestyle lodging brands is Inter Continental Hotel Group's Hotel Indigo. It opened its first hotel in November 2004 and four more by the end of 2005. This new lifestyle brand was designed to address the desires of style-conscious guests who are seeking experience and quality over pure functionality when travelling.

Middle market consumers, who want higher levels of quality and taste but seek value find Intercontinental Hotel indigo, a good choice. The busy traveller who wants more than a beige room will appreciate the décor. It is designed to induce any stressed and weary traveller into a peaceful, balanced way of life that has art, symmetry, nature and well being. A shelter that re-energizes. Too much work and travel related stress finds business executives seeking for a stay in a beach world, that is close to the office and still provides room for a lap top and business facilities.

At the top end, is a boutique concept designed for a fashion lover with money to spend and wanting an all inclusive stay. For those who love the big names of fashion week; Giorgio Armani, Emaar, Bulgari are keen to catered for their every need and dream.

In this instance, the boutique proprietor is challenged to find a suitable location for shopping, then create good interior design that reflects the fashion taste of the guest and organise a complete package to appeal to the inner avenue of the indulging visitor.

This has successfully been achieved by the Bulgari Hotel Milan venture. Bulgari the famous jeweller, watchmaker and luxury goods house has its own Boutique hotel. In a joint venture with Ritz-Carlton 70$ million was invested in the creation of this establishment. Wildly diversifying into a new business is the norm for Bulgari and it has been so for it's century plus existence. The hotel is in a great location for its market amid Milan's finest retailers. The ideal location for a shopper to have a shopping spree with the helpful addition of a provided personal shopper.

Real Conceptual Design

The creation and opening of successful boutiques hasn't come without issues and expense. In the instance of the Bulgari hotel, whilst ran by hoteliers it is designed and styled by ‘Bulgari'. First impressions of the hotel as a product is "wow" at the amazing consistency of design but when it comes to the practicalities, it had teething problems. An error that occurred during the brochure production was that the reservations and contact details were missing on the marketing information. An essential detail for business from the hotelier's point of view.

This kind of error is an example that moves us beyond the conceptual design to the aim of being customer centred as well as product focused. Boutique whilst chic, is also functional, practical and long standing in day to day running. It is still at base a hotel that has its purpose, usefulness and is accessible.

Developing an emotional and long term bond with travellers is still essential for retaining loyal guests. Focusing not only on guests desires but basic needs and preferences is part of the concept. Service driven yes, styled to be discrete, personal, unique, attentive or extensive is part of the complete package.

Staff fit the image, transform the ambience and make the guest welcome. Lets face it, there is nothing worse that sitting in a classical poets café, for example, listening to rock music whilst being served by inappropriately dressed members staff.

As with anything, once a trend becomes popular everyone gives it a go and the original concept can become diluted. For boutique hotels, the trend maturing and there is less and less differentiation. It'll be interesting to see what is next for those seeking individuality in their stay.

SpotLight is the weekly column exclusively written for 4Hoteliers.com by sarah Muxlow, it is highlighting the challenges and issues which the global hospitality is facing today.

Sarah is writing for hotel and restaurant owners, hotel chain managers, producers/growers/sellers of food & beverage, restaurant associations, governing bodies and hotel schools. She is looking at the problems they face...competition, trends of branding, staff shortages, unskilled staff, turning out students who are looking for good in-house management training schemes with hotel chains, what makes a good quality training course at a hotel school and more... 

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