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Boutique Hotels – A New Choice for the Consumer The term ‘boutique hotel’ refers to a style of accommodation which focuses on individuality, intimacy and style (Wilson, 2004). Boutique hotels are often associated with independent owners or small hotel chains, although this is changing in recent years (Aggett, 2007)…
It will also explore how the notion of the boutique hotel has evolved over time but still remains an important mainstay within the market. In particular, it will consider the factors that have influenced the growth in the boutique hotel sector. Swig (2000) examined the boutique hotel in more detail, suggesting that, whilst the major hotel chains are not suffering in any meaningful way, the boutique hotel never-the-less presents the consumer with a new and interesting option within the accommodation market. Swig (2000) suggests that an important characteristic of a boutique hotel is that the theme of the accommodation is somehow linked to the destination or neighbourhood in which it is situated, as well as taking into account the personality of the intended consumer. The article also uncovers the characteristics of this consumer, quoting Chip Conley (of Joie de Vivre Hotels); “sophisticated, artistic, literary and conscious” (Swig, 2000, p2). The boutique hotel may be hard to define in any definite terms, but essentially this is the purpose of the boutique hotel – it represents the personality of the individual consumer, in opposition to the chain hotels (Mcintosh & Siggs, 2005). ...
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