THE BEAUTY OF BOUTIQUE

A look at how luxury boutique hotels have used design and personalised experiences to stand out and compete with larger brands

- EKANSH SAXENA

In the 1980s, a few small hotels in metropolitan cities like London and New York started what is now termed as the boutique trend. These small hotels, which weren't affiliated with any chain, offered an intimate service to their guests.

40 years on, this trend has become a successful working model for hotels worldwide. In fact, the luxury boutique segment has become increasingly popular in the wake of the pandemic.

When people started traveling again, they were cautious of their hygiene and safety. The boutique hotels, with their personalised approach, gained their guest's confidence due to curated service and a lesser number of rooms.

DISTINCTIVE FEATURES OF BOUTIQUE HOTELS

While there are no clear check-boxes that hoteliers have to tick to earn the 'boutique hotel' title, a few principles that guide the category include:

• A boutique hotel doesn't have more than 80 rooms and is located in the city centre or a very trendy area.

• A boutique hotel offers a personal touch to every guest.

• It has an artistic architectural style and features designer decor along with the availability of the newest technological gadgets.

• A boutique facility gels with the local culture. For instance, local traditional cuisine is offered at boutique hotels

• Boutique facilities work independently and are usually not part of a chain of hotels. However, with the success of the boutique concept, major hotel chains are now offering their own intimate boutique brand.