The term “boutique hotel” started off as a label for cool, small, upmarket hotels in fashionable (usually urban) locations. Unfortunately it caught on so well lots of places that fall outside that description now call themselves boutique and so it doesn’t really mean very much any more. Still, it has a long way to go before it becomes as devalued as the term luxury which to most consumers nowadays, I suspect, simply implies expensive.
No doubt this will come up during our panel discussion on Thursday next week (May 21st) when we’ll be talking about soft brands and what they can do for independent hoteliers.
Please come if you can: www.boutiquehotelsummit.com