How do you impress a traveler who has seen it all and had it all? Being pampered every morning is routine—it no longer excites him. To delight such a guest, you need to offer something beyond the predictable. Something more than the run-of-the-mill.
In 2008, I stepped away from my routine life in Kuwait and moved to the bustling city of Dubai. The brief was both exciting and unfamiliar—to be part of a team managing the design of a themed development. At the heart of that project was a boutique hotel—an equestrian-themed property envisioned as a destination for horse lovers and an experience for the adventurous.
It was then that I was confronted with a simple but fundamental question:
What exactly is a boutique hotel?
This question led me to explore what was then a relatively new concept—the “Boutique Hotel,” which first emerged in the early 1980s.
The first boutique hotel in the world opened its doors to guests in 1981: The Blakes Hotel in South Kensington, London. This was the creation of celebrity designer Anouska Hempel.
The second was the Bedford Hotel in Union Square, San Francisco. This later became part of a series of boutique hotels operated by the Kimpton Group, one of the most prominent players in this segment.
In 1984, Ian Schrager opened the Morgans Hotel in Murray Hill, New York City, which was designed by French designer Andrée Putman.
I shall attempt to describe boutique hotels the way I perceive them and, in the process, highlight what goes into the making of one of these.
Today’s travelers—business and leisure alike—expect more than simple comfort and convenience. More and more of them prefer to be “surprised” as part of their hotel experience, rather than encountering standard features defined in the design and operating manuals of luxury hotel brands.
One of the principal driving forces behind this concept is individuality. The individuality of the guest, the proprietor, the staff, and the hotel atmosphere itself. All of these are blended into the design of the hotel and reflected in its service and operations.
To put it another way, distinction, style, intimacy, and warmth are key elements that feature in the briefs sent out to architects and designers—and eventually find their way into the operating philosophy. These come as an added layer while still exceeding the expectations of any comparable premium, world-class product.
Many boutique hotels are based on specific themes. One of my earlier projects was an equestrian-themed boutique hotel, where the guest experience revolved around various aspects of horses and their interaction with humans. Undoubtedly, a place created to be a perfect retreat for horse lovers.
Many boutique hotels introduce different themes in each guestroom, as well as in floor lobbies and corridors—making every stay unique, even for repeat guests.
Innovative ideas go a long way in designing a boutique hotel and providing guests with a unique experience. Service is just as important as design.
One such innovation is the honesty bar, where you pour your own drink and record your own consumption. It is not only about pampering guests with what they need, but about involving them in the experience—making it interactive and memorable.
Boutique hotels rely heavily on word-of-mouth for their marketing.
Typically, boutique hotels began as unique properties operated by individuals or small groups. However, their success has encouraged large multinational hotel companies to enter this space and establish their own brands within this niche segment.
Following are a few uncommon hotel concepts:
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