Mr. Hill

Architecture & Design

The Future of Luxury Boutique Hotels

By Roger G. Hill , Chief Executive Officer & Chairman, The Gettys Group Inc.

Boutique hotels are a continually evolving segment in the industry. Defying our definitions, boutiques can be historic or modern, adult or family-oriented, heavily themed, or eclectic. Once clearly identified as independent hotels with less than 100 rooms, well-known brands are adopting their characteristics in an attempt to capitalize on growing demand among travelers for a differentiated travel or lifestyle experience.

Likewise, our sense of luxury is constantly changing. A luxury isn't absolutely necessary to survival - but whose standards apply? In the hospitality industry, in-room Wi-Fi, flat screen televisions, and high thread counts are no longer considered luxurious. As technology evolves, guests become savvier, and hotels step up their services, many hoteliers are struggling to stand out in the crowded luxury market.

These forces present both a challenge and an opportunity for luxury boutique hotels. On one hand, they are faced with innovative competitors and always-increasing standards of service, design, and amenities. But on the other, they encourage experimentation, being bold and setting new standards of excellence.

It's all too easy for hoteliers to fall back on tried-and-true formulas in designing the next crop of boutique hotels. Today's formula is working, as evidenced by the growing popularity of boutiques. However, the segment's hallmarks are innovation, creativity, and risk-taking. As we move into the future, boutique owners need to embrace the same fresh thinking that earned boutiques their reputation 20 years ago.

Inspiration can come from virtually anywhere - if you know where to find it.

Start by asking questions

To innovate, you need to create trends rather than follow them. Lifestyle hotels were among the first in the industry to create a total experience around a narrowly defined theme. Today's vacationer can travel to a co-op and learn green farming practices or surround themselves with all the trappings of the indie music scene in the lobby of a San Francisco hotel. Think of the experiences you'd like to enjoy but seem out of reach. Can your hotels deliver any of your guests' wildest dreams? What is your guests' dream hotel room? Is there a service you'd love to offer in your hotel?

Look at other industries

The business pages are a great source as you envision the future. Let high-tech innovations and trend stories influence your decisions. Rapidly evolving, the right technology can transform guest experiences. Luxury is more than high thread count and plush bathrobes. Deliver cutting-edge technology masked within the ambiance of your theme, and surprise your guests with a new form of luxury.

Read trend stories

Today's hottest buzzword is green, but what will everyone be talking about in the next decade? Often trend pieces are forward-looking, especially at the beginning and end of the year, and trends can take years to catch on. Get ahead on the next big thing.

Use your designers as a resource

Ask your design firm what they're seeing and hearing. Designers are plugged in to current and upcoming trends, and they're a great resource in helping you define or refine your hotel. Most importantly, they put your ideas into action. If you're looking for a new layout that best meets the needs of The Eco Boomer, designers can flesh out the entire theme, from room size to lobby configurations to modern color palettes. Find out what materials up-and-coming design school graduates are using in their projects. Are themes emerging from the new generation of innovators?

Rethink your target guests

In every industry, we're seeing a deep dialogue about the different generational influences and conflicts in our society. Can boutiques cater to the generations in new, cutting-edge ways? Do Baby Boomers want a totally different experience than Generation Y? What about sub-groups? Who is traveling to your city or town? How are their needs and desires different than other hotel guests?

Take a seemingly dull idea and 'make it pop'

Look at the popular Library Hotel in New York, for example. By taking an admittedly nerdy concept and organizing a luxury boutique hotel around a highly developed theme, the property is a destination in itself. Located on Madison Avenue, the hotel is organized using the Dewey Decimal System. A visit to the fifth floor transports guests into the world of the sciences. All rooms are outfitted with books and decorations. The mathematics room is full of aptly titled books, and the love room is full of vibrant roses and rose petals. No one thinks hotel when they're using the Dewey Decimal System in a library, but this concept really works.

Fulfill a niche

In a word, boutique hotels are unique. These properties accommodate a specific type of traveler with a specific array of interests. Tap into a niche that is not already represented and lure your guests in. The bookworms of the world love the Library Hotel. Identify a segment and see the benefits of hitting an audience's interests right on target.

Take a risk

Developing a one-of-a-kind property means delving into something the guest hasn't seen before. Leave them wowed by an innovative lobby or a customized room. Sure, incorporating trends will keep you competitive, but look to be the first hotelier to do something - the first to create a particular experience for the guest. The future of your boutique hotel begins with a fresh, innovative idea that is new to the marketplace. Do not be afraid to take a risk when you give the green light on your project.

Sweat the small stuff

Details deliver ambiance, and ambiance really helps carry the theme of a boutique throughout the entire property. Everything from the plants, to staff uniforms, to the insignia on the pool towels can come full circle and contribute to the overall feel of your guests' stay. Don't underestimate the power of the details.

Once you envision your next hotel from every angle, the ideas will start flowing. Redefine boutique hotels and luxury accommodations by introducing travelers to an unimagined experience. Take risks. Try something new. The next 20 years are a blank slate. Enjoy the opportunity to develop an unmatchable feel in your properties and greater profit potential.

Nearly 25 years ago, Roger Hill co-founded Gettys, a Top 10 hospitality interior design, procurement and development firm. Under his leadership, Gettys has grown to a global team of business-minded professionals who specialize in hotels, resorts, spas, casinos and mixed-used developments the world over. A respected industry veteran, he is frequently called upon by hospitality and business media outlets to provide insight into the redevelopment, renovation, and repositioning of hotels. A graduate of Cornell University, Roger has served as an appointed delegate for the White House Conference on Small Business, and is a member of ULI, YPO and ISHC. Mr. Hill can be contacted at 312-836-1111 or info@gettys.com Extended Bio...

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