First it was housekeeping, then late check-out and now even free breakfast is on the chopping block.

• Marriott Hotels is testing the removal of breakfast for elite members.
• Hilton has scaled back at Hampton and others.
• Hyatt is replacing it with food credits.

This isn’t just cost-cutting. It’s a mindset shift.
Brands are becoming platforms, not hosts.
The perks are gone.

And all that’s left is sameness with a brand logo.

Boutique hotels never needed loyalty programs to remember your name.
Never offered powdered eggs to feel “premium.”
Always served fresh bread, real organic eggs, and a sense that someone actually cared.
Because that’s what boutique hospitality stands for.

So while the brands strip back, boutiques must double down.
On warmth. On welcome. On being worth coming back to.

Because when the brands perks disappear, the truly guest-centric surge.

Guests are noticing. Now’s the time to stand out.

Pedro Colaco - Follow
CEO @ Guestcentric | Challenging Hotel Tech Orthodoxy | Driving Direct Bookings with HyperCommerce