Traditionally, the concept of a boutique hotel referred to a chic and trendy asset in a cool, inner-city location, which echoed individuality through its design, facilities, clientele and the atmosphere created.

This is still the case but as the hotel market as a whole has developed, independent owners and mainstream operators are both acknowledging the opportunity to grow within this expanding segment. Brands such as Starwood’s Aloft, Citizen M and Hotel Indigo by IHG illustrate growth in the budget and midscale boutique sector. In addition, ‘designer’ hotel brands such as Hoxton Hotels, Mama Shelter, YOO and Firmdale all demonstrate how interior design has evolved to include statement pieces of art and furniture.

The rural and regional boutique hotel market is also growing with brands such as The Pig (pictured above), creating individual destination food-led venues which dare to be different in their locations.

With the level of competition increasing, the boutique hotel market has seen a constant battle between independent hoteliers and lifestyle chain hotels to be the most innovative and provide the most memorable experiences.

There has also been a shift in target markets, with brands now reaching out to consumers looking for a quirky product at an affordable price as well as those seeking a high end luxury experience. Some features previously thought of as luxury are now the expected norm, such as complimentary Wi-Fi, plasma televisions and multiple USB ports.

From pop-up restaurants and movie nights to flower shops and live art exhibitions, hotels will always try to be different and none more so than in this segment. With technology constantly evolving and guests becoming savvier, the challenge is to keep up with the latest trends.

Further information

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