Insider: The Future of Luxury Boutique Hotels
By Roger Hill, Chief Operating Officer, Gettys
Mr. Roger Hill
The boutique hotel market is flourishing, and this trend shows no signs of slowing. Boutique hotels came about in the 1980s, popping up in London, San Francisco, and New York. More than 20 years later, hundreds of boutique hotels span the world. With capacity ranging from as few as three guestrooms up to 100 or more rooms, many of these hotels share few traits in common beyond their smaller scale.
Trying to stereotype boutique hotels is nearly impossible. There are truly very few standards and norms that these hotels conform to — and that’s what makes them special.
Our challenge isn’t to identify the current market but rather to look to the future of boutique hotels. In another 20 years, will there still by a marketplace for these exclusive, often quirky properties? The answer is simple – absolutely!
Expansion of boutique hotels in countries worldwide is energizing the market. Meanwhile, more traditional hotel brands are innovating and developing their own boutique properties. There is no shortage of demand from consumers looking for distinct, one-of-a-kind experiences that boutiques offer.
The challenge for hoteliers as we move into the future is maintaining this segment’s reputation for originality. The key to success for hoteliers as they move forward with the development of these specialized hotels will be their ability to adapt to their guests’ aspirations. Boutiques are not successful if they do not deliver on the promise of a unique experience. The trick is to establish a returning customer base, while still surprising your guests with something new each visit — no easy task.
In the Hotel Business Review, my article, “The Future of Luxury Boutique Hotels,” discusses what makes a boutique hotel an exciting alternative to a traditional hotel stay and how the boutique hotels of tomorrow will continue on the path to success, while taking their guests along for the adventure. The challenge put in front of hoteliers is to continue to create personalized luxury for their guests — but more than that, they must create and maintain the trends of the future. The successful owners of today are the innovators of tomorrow.
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Sincerely,
Roger Hill
CEO
Gettys
312-836-1111
www.gettys.com
