NOW THAT THE SECRET IS OUT, THERE IS A SCIENCE TO CREATING HOTELS THAT HAVE A BOUTIQUE FEEL. WHY WOULD MARRIOTT HIRE SCHRAEGER?
It does take time and effort to create that special feel but why would Hilton and Starwood fight over the same two guys when there are hundreds of thousands of employees who are ripe to change them all into boutiques!
It does not surprise me that the big hotel groups would treat the development of their own Boutique Brands as just another 'brand'. That's the easy way out. Hire a couple of gregarious innovators to reinvent our industry and then bottle it. What does surprise me is that they do not realise that this missing creative link in their existing brands is the one serious illness that has been so contagious that everything has become boringly standardised.
Here are my Top Ten, (actually Twelve) Secrets for a Boutique Hotel.
There are some basic principals that are critical to the establishment of a hotel as a 'boutique' hotel. Here are my rules for Artful Living at that special hotel.
- A residential scale and elegant feel has to be created so that it does not feel or look like a hotel.
- No-name. Sorry Hilton and Starwood, you must leave the brand names at home. And Marriott, the brand name Edition for your Schraeger inspired boutiques does not fit this criteria.
- Hi design. Yes, every nook and cranny needs to be thought through. Every seat has to be sat in 'virtually' to anticipate the vista in the planning stage. Every door and window peered through, each picture viewed from all angles and all materials that come in touch with skin must be real.
- Voluminous amenites. Not just soap, shampoo and shower caps, we are talking amenities like limos to the office, personalised marmalades, exotic honeys and fragrant teas with fruit baskets in the hallways.
- Elite and personalised. Elite means elegant, haute, top-drawer and special. Personalised means anti-snob, sincere and warm and in your preferred room.
- Cozy and Sophisticated. Cozy is cottage-like and sophisticated is Ralph Lauren paint but neither of them stop there.
- A hotel created around the bar. Now there's a concept!
- Private Club feel. Leather, quiet conversation, social and very personal.
- Life as it might be in the Design and Fashion magazines.
- Unique elevators, small and exquisite.
- Staff personalities. Yes, excentric, outgoing, gregarious and non-conformist. In on his/her weekend to greet you or invite you home.
- Hand made, not mass-produced. This goes not just for the furnishings and fixtures but also for the food, the drinks, the wine list and the paper.
And, if one thinks back to the origin of the term 'Boutique', it refers to a small shop selling one-of-a kind items usually from artisans. It means top quality, high priced and unique. It also means no standardisation like, "How may I direct your call?"
It can not mean standardised, name-brand or mass produced. It will never be cookie-cutter simple or rolled out from White Plains, Washington or Bethesda.
Maybe it should just be left to the non-hoteliers to do or, heaven forbid, let loose the creative instincts of our people. Now that's something that Generation Y can warm to!!
For some really innovative advice on introducing some unusual 'boutique touches' to your property, contact [email protected]
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