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Boutique Hotels

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Aimee Banting

on 12 June 2014

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Transcript of Boutique Hotels

By: Aimee Banting, Erin McNamara, Lauren Simoncic, and Savanna Gurney
Boutique Hotels
Introduction
What are boutique hotels?
Boutique hotels are a unique form of lodging in which no room is the same.
It focuses more on the guest's experience rather than just a place for them to stay.
For instance, often times boutique hotels will have smaller lobbies than commercial hotels to make the customer's stay more intimate.
Where is it currently?
- Marketed towards leisure guests
- Tend to out preform high-end, full-service, branded hotels (PKF Consulting 2009)

Boutique

Full-Service
Occupancy:
77.8% 71.7%
Average Daily Rate (ADR):
$245.96 $142.74
RevPAR:
$190.10 $101.42
Total RevPAR:
$96,384 $56,556
Challenges:
- Little knowledge that they exist
- Creating the ideal "personality"
- Fluctuating economy
- Guest expectations have increased
- Upkeep related with upscale image
- Maintaining "market for one" concept
Impact on Industry
Boutique Hotels Focus On:

Individuality
"Market for One"
Enhancing travel experience that is a more important part of vacation
Unique Impressions
=
COMPETITION
Trends for Boutique Hotels
- Boutique hotels themselves!
- Detailed personal touches to enhance experiences
- Stronger concentration on restaurant aspect
- Hiring celebrity chefs or popular local operators
- Latest technology and modern furniture
- Creating hotels in old warehouses, factories, banks and other reusable buildings
History
The Industry
Important Aspects of Boutique Hotels
The first time the term "boutique hotel" was used was by Steve Rubell, who founded"Morgans" in New York City with Ian Shrager in 1984
He felt that the uniqueness of the hotel resembled a boutique store rather than a large commercial department store.
The idea was spread to England with the first hotel being "42 The Calls" in Leeds, London.
The boutique industry's market is a
"market of one"
Most boutique hotels have around
100 rooms or less
Food is also extremely important in the boutique
hotel industry
Location isn't as important to boutique hotels as it
is to chain hotels.
In terms of cost, operating costs for boutique hotel are
lower than that of a chain hotel which creates a larger profit margin
Customer service is one of the most important aspects of boutique hotels. Boutique hotels are usually centered around having a personal relationship with the guests and giving them an intimate unique experience.
Uniqueness is another very important aspect. Boutique hotels are meant to create a unique and trendy atmosphere. They are generally design-oriented.

-Boutique hotel company located in Washington, D.C.
- 12 hotels in D.C., Chicago, Philadelphia and Baltimore
-"Be Yourself"
Interview with Modus Hotels
MaryAlice Giroux - Director of Organizational Development
"the big differentiator between boutique hotels and big box hotels is the personalized experience we create for our guests. Big box hotels sell sameness. We sell uniqueness."
"For our organization, it’s about finding out what makes each person different and finding ways to meet them in their individuality."
"For me, a true boutique hotel is a “one-of-a-kind” property that you won’t find in any other location."
"The methodology may be different but at the end of the day, it’s about the associates, the guests, and the bottom line."
The Quincy - Washington D.C.
Located near Dupont Circle
Comfort Suites - Chicago
The George Washington University Inn
The Windsor Suites
The River Inn
42 The Calls
Bed Rooms
Suites
Compare and Contrast
Citations
Van Hartesvelt, M. (2006). Building a Better Boutique Hotel. Lodging Hospitality, 62(14), 32-44.

Esposito, L. (2012). Boutique & Lifestyle study further defines segments. Hotel Business, 21(3), 1-13.

Miller, R. K., & Washington, K. (2009). CHAPTER 21: BOUTIQUE & LIFESTYLE HOTELS. In , Hotels & Resorts (pp. 130-132). Richard K. Miller & Associates.

Boutique hotels. (2009). Middle East, (406), 51.

The Iron Horse Hotel Photo Gallery. (2008). Retrieved December 3, 2012, from The Iron Horse Hotel
website: http://www.theironhorsehotel.com/

Giroux, MaryAlice. Email interview. 29 Nov. 2012.

McGee, R. (2011). BOOKING THE BOUTIQUE EXPERIENCE. Corporate Meetings & Incentives, 30(4), 23.
Brights, David. "The Definition of Boutique Hotels” Open Publishing Network. N.p., n.d. Web. 3 Dec. 2012. <http://www.iknownow.net/info/The-Definition-of-Boutique-Hotels/181009.html>.
The Iron Horse Hotel: Milwaukee, Wisconsin
Modus Hotels Management Company
Similarities
~Unique experience
~Meeting special needs of guest
~Type of guests
Differences
~Meeting/Ballroom Space
Similar to Bed & Breakfasts

Three primary features
1) Architecture and Design
2) Service
3) Target Market

City vs. Resort
Full transcript