Boutique hotels are one of the fastest-growing segments in the hotel industry. They offer guests a unique experience and personalized service they can’t get from regular hotels. 

This hotel sector has grown in popularity as consumer travel decisions have shifted toward unique, community-focused experiences. As far back as 2016, 25 percent of new projects in the hotel market were boutique hotels, a trend that has continued and will likely extend well into the future. 

If you're thinking about starting a boutique hotel or are looking to improve the appeal of an existing property, this guide is for you. We'll cover everything from characteristics and unique benefits to extraordinary examples of what’s possible in the industry.

What Is a Boutique Hotel?

A boutique hotel is an independent property that offers much more than a place to rest at night. These hotel brands are often located in interesting or alternative settings with exciting amenities and activities that add to a guest’s travel experience.

The boutique hotel industry is known for its individuality, and many projects have a distinctive theme or style running throughout the concept. This might reflect in the hotel’s branding, amenities, approach to real estate sustainability, or overall atmosphere.

Characteristics of a Boutique Hotel

Boutique hotels usually have more personality and a more intimate feel compared to larger chain hotels. Most have fewer rooms and would fall into the upscale or luxury hotel categories. A few unique features of boutique concepts in the hotel market include a smaller size, a unique setting, and a clear brand identity.

Smaller Size

A defining characteristic of boutique hotels is their size. These independent properties usually have fewer than 100 rooms. A smaller space allows for a more intimate experience and a higher level of personalization than you’d find at a larger chain hotel.

Unique Setting

A vital part of most boutique hotel concepts is a unique setting. This allows guests to stay in a one-of-a-kind property that makes their stay feel even more special. The hotel’s location also works as an effective marketing tool to attract guests looking for a one-of-a-kind travel experience.

Clear Brand Identity

A clear brand identity helps potential guests understand your concept and how it differs from other available accommodations. Many boutique hotel concepts incorporate values like creativity and community into the essence of their offering. 

For example, a boutique hotel may offer locally grown food or feature decor by a well-known interior designer. Boutique hotels are usually owned and operated by a family or an independent hotelier, and you’ll see their personal taste and their personal relationships showcased throughout the brand and the guest experience.

Incorporating your origin story into your concept is another excellent strategy for solid branding. These distinctive touches contribute to a memorable stay that guests can’t experience anywhere else.

Why Are Boutique Hotels Appealing?

These days, consumers aren’t only traveling to experience the destination. They’re looking for an unforgettable accommodation worth sharing with family and friends. Some of the selling points for boutique hotels include enticing services, locations off the beaten path, and photo-worthy design.

Authenticity

Chain hotels aim for authenticity, but it’s remarkably difficult to create a strategy around this that will make sense for different hotels in different locations. That’s where boutique hotels have a huge competitive advantage - the owners can leverage their own first-hand knowledge and personal relationships to integrate elements that are genuinely reflective of the surrounding community and it’s history and heritage.

When we developed Ka’ana Resort, we developed a variety of unique guest experiences that brought the culture and character of the local area right into the resort experience.

Enticing Services

Many boutique hotels offer services unavailable at larger chain properties. These might include in-room massages, a complimentary cocktail hour, or on-site yoga sessions. Services like these might be included in the room rate, so guests get more value for their money.

Locations Off the Beaten Path

Many boutique hotels are located in smaller towns or off the beaten path. This allows guests to experience a new destination more intimately than they could otherwise. These types of locations offer guests a sense of tranquility they might not find in a larger city.

Photo-Worthy Design

The design of boutique hotels is often a selling point for guests. These properties incorporate stunning design elements from state-of-the-art hotel bedroom amenities to gorgeous indoor-outdoor lounge areas. 

Features like exposed brick walls, local artwork, or a rooftop bar with sweeping city views work to improve guest experience. This also increases the likelihood that they’ll share photos of their stay with friends or social media followers. 

What Makes a Boutique Hotel Successful?

While unique hotel concepts are in high demand, there are a few key elements that make a successful boutique hotel. These include outstanding customer service, impressive food and beverage options, and exciting activities.

Outstanding Customer Service

Top-notch customer service starts with the first interaction guests have with your hotel. Your website and the overall booking process contribute significantly to that first impression. 

Once they arrive, a streamlined check-in and friendly and accommodating staff can make a difference in a guest’s experience. Outstanding, personalized customer service ensures guests are more likely to return and recommend the hotel to others.

Food and Beverage Options

Great food and beverage options also help a boutique hotel stand out. This might include an on-site restaurant with a unique menu or a bar where guests can sample local wines. An excellent meal might be that added touch that makes your project unforgettable.

Exciting Activities

Hotel guests love experiencing fun activities they can’t access at home. For example, a rooftop bar, an on-site spa, or paddle boarding lessons can contribute to an unparalleled guest experience. Activities like these ensure guests get what they came for: a one-of-a-kind travel experience and memories to last a lifetime.

Stand-Out Examples in the Boutique Hotel Market

Here are a few projects raising the bar for outstanding boutique hotel experiences. 

Image courtesy of Cap Rocat, Spain

Cap Rocat - Mallorca, Spain

Cap Rocat was built out of a converted military fortress as an environmental and architectural restoration project. It’s located in a 30-hectare nature reserve and surrounded by stretches of marine protected coast.

Guests enjoy stunning sea views, seasonal Mediterranean cuisine, and wellness experiences in a spa excavated within the fortress. Available activities include boat tours to nearby islands and private, moonlit dinners on the beach.

Image courtesy of Blackberry Farm, USA

Blackberry Farm - Tennessee, USA

Blackberry Farm is located on a 4,200-acre farm in the foothills of the Great Smoky Mountains. The property’s design combines chic and rustic aesthetics with fine art, stone chimneys, and refined southern charm.

The property features private residences with luxury hotel services and amenities. Guests can enjoy activities like fly fishing and archery, artisan cooking demonstrations, and tours of the garden and farm.

Image courtesy of Ballyfin, Ireland

Ballyfin - Ireland

Ballyfin is a 5-star Irish property ranked among the best hotels in the world. It is located in a country estate setting that allows guests to immerse themselves in Irish history and nature.

This hotel features an on-site spa, an indoor pool, and a restaurant with ingredients grown in the property’s garden. Guests can also experience one-of-a-kind activities like falconry, horseback riding, and walks around the unspoiled Slieve Bloom Mountains.

Shinta Mani Wild (A Bensley Collection) - Cambodia

Shinta Mani Wild is a sustainability-focused hotel experience nestled within the Cambodian jungle. Accommodations are luxurious tents that bring nature into the heart of a guest’s travel experience.

Guests can join local rangers in their work of preserving the area’s wildlife or zipline straight to the hotel’s bar. Other activities include environmentally-friendly spa treatments and cuisine foraged from the jungle. 

We Can Help You Develop Your Boutique Hotel Concept

Boutique hotels often outperform their non-boutique counterparts, and it’s easy to see why. We’ll likely see growth in this sector continue, especially with travel set to make a significant comeback in 2022 and beyond. 

If you’re looking for support with a boutique hotel project or luxury real estate marketing, our experts at Proven Partners can help. We’ve spent years working directly with hotel developers to bring strong and exciting projects to life. Visit our concept development page to learn more and reach out to discuss how we can make your hotel project the best it can be.