Luxury Travel, Lifestyle and Marketing Trends

What’s a Boutique Hotel in 2017?

boutique hotel trends, boutique hotels history, kwe partners

 

What are boutique hotel trends 2017? A look at  the origin of the term, what it means today, and all of its variations. Plus, what’s next. First off, as with the words luxury and gourmet, the meaning of boutique hotel has greatly changed from when it was originally used in the 80’s. Any hotel owner or manager thinking of using the word would do well to understand its first meaning and how that has morphed from then to now.

 

The term “boutique hotel” was first coined in a major way by Design Hotels in the 90’s (though if you speak about a one off “boutique”, others credit Steve Rubell and Ian Schrager in the 80’s). It was used to imply small hotels of up to 100 rooms with personalized service, upscale ( 4 ½ to 5 stars), and one of a kind. Most important to its meaning was the idea of personality through design and décor. Since then, its meaning has been diluted, which so often happens with a “mature” category. The concept has broken up into niches, and the industry giants have moved in.

 

This being said, there still are groups of boutique hotels and one offs that adhere to the original definition, such as we see in Small Leading Hotels, a group within Preferred and Leading Hotels of the World, and Design Hotels.

 

Now we’re seeing “boutiques” on the lower end of four star, and even “budget boutique” which is  widely used. How about size? One thousand room hotels are calling themselves “boutiques”. In these properties, service is no longer a defining point.

 

What most “boutiques” still seem to have in common is the original idea of hotels with personality and/or offering a lodging experience. Then we see niche boutiques themed around art (21c Museum Hotels); décor (West Elm, Restoration Hardware);  fashion (Armani, Bulgari, Missoni); and wellness (Even).

 

Major chains, Marriott/Starwood, IHG and Hilton continue to enter with various boutique brands – Autograph, Tribute, Edition, and more. At the other end are those of smaller companies like Joie de Vivre and others  in Asia.

 

What’s next in boutique hotel trends?  Companies will start to (and it’s already happening) move away from the word “boutique”, as its meaning becomes increasingly diluted so as to be almost meaningless, much as has happened with the words gourmet and luxury. What’s the next big thing?  Some might say “Lifestyle” hotels which we’re already seeing. In my opinion, the term is too vague to be meaningful. Most likely there won’t be one strong concept, but many more new niches. For instance, there’s already a Pet Hotel, Divorce Hotel, Women Hotel. With backing from a major brand in each of these categories, I can see ripe opportunities for the taking.

Interested in more travel trends 2017? Click here for another recent blogpost.