Today we will talk about something, that has not been widely covered in the travel media nor in thousands of lifestyle blog posts. In fact, this topic might not even be very popular, however it is super relevant for many holidaymakers - from solo travellers to business people and families with children. Here it is - boutique hotels or hotel chains - that is the question... What's the difference between the two of them, what's the most popular choice amongst the savvy travellers and why?
There is no secret, that we all have our tastes and preferences, with a range of different requirements when it comes to choosing a hotel. Generally speaking a "minimal acceptance level" is the fine line that separates a good stay from the bad one, so to say... The bigger question here however is - how do I choose the right hotel for me when planning a trip to another country? Should I go for a cosy Boutique Hotel, at least that's the common perception for that kind of properties, or go for a massive and well known network of hotels with properties all over the world?
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Truth be told, each of these options has its pros and cons, which we will cover in today's article. But before we do the big deep dive into the "pluses" and "minuses", let's make sure we understand the terms and what they actually mean. So, what exactly is a boutique hotel?
What is a boutique hotel?
Boutique hotel is usually a small and exclusive hotel, involving a special style or a character and atmosphere with an individual approach to each guest. Boutique hotels don't have many rooms. Instead, their focus is on delivering cosy ambience and stylish service. Smaller boutique hotels have 10-15 bedrooms, and bigger ones can have up to 100 rooms or even more. In most cases such hotels are run by a single owner or can even be a family business.
What do boutique hotels look like?
Typically, it is a period, historic or a unique building that can tell tons of stories itself, never mind one or two older members of staff that know its history inside out. For example, English manor houses or Scottish mansions or even castles are known for being turned into boutique hotels. French chateau's are often converted into places to stay for tourists that are looking for exclusive experience. That said, city centre hotels that are offering boutique style are also very common.
Boutique hotel exterior
Image credit: Daniela Araya, Unsplash. On photo: Cypress Inn, Carmel, CA
Boutique hotel interior
A bit of history on how boutique hotels came about?
In 1984, a well-known American hotelier and a designer - Ian Schrager bought the Executive Hotel on Madison Avenue in New York and has created a boutique lifestyle hotel named ‘Morgan's’. It was after the opening of this hotel, the term "boutique hotel" came into use. Ian Schrager formulated the concept of a boutique hotel as "a home away from home”. That concept became popular since it has been introduced and thousands of hoteliers around the world tried to replicate the idea creating value for the guests and the feeling of home.
Now, with so much been said about unique and quirky boutique hotels let's turn to the description of the term hotel chain and see what this kind of hotels has to offer.
Hotel chains
Who doesn't know such giant hotel chains like Hyatt, Hilton, Westin, Holiday Inn, or Marriott? According to the World Tourism Organization, the world has about 16 million hotels, with 20% of them are owned and run by hotel chains. Network business model as it has been known from the global experience - is said to be the most effective way of growing and scaling, with hospitality industry not being an exception.
Hotel chains are spread around the world and cater for a huge number of tourists on their premises. Hotel networks indeed can be found in every corner of the globe, and some of their brand names speak for themselves and often are synonymous with the high quality of services provided. Known for their top service standards and recognised internationally such hotels often open doors to world class celebrities like Madonna, Mel Gibson, Russell Crowe, Jodie Foster and Martin Scorsese. They even trust hotel chains to host their private parties.
Hotel chain example - Hilton
Hotel chain benefits - why stay there?
If you think that hotel chain brands are lacking unique features or are less customer oriented - you are making a big mistake. The competition in this industry has made hoteliers to be more creative, innovative and value driven. Let's take a look at some key benefits of hotel chains. The first, and probably the most important point is the quality standard that every hotel group ranks the highest in their business strategy. It's the commitment to consistently deliver a certain level of service. It covers many things, from accessibility, building appearance to front of the house staff attention, interior design and equipment. Every hotel network has written or otherwise well documented instructions that regulate the whole process from start (check-in) to end (check-out). All aspects of the hospitality operations, such as kitchen, room service, bar, concierge or entertainment are managed with due attention to ensure repeat business, bookings growth in other locations and more loyalty program sig-ups.
Marriott Hawaii Reception
Common and well established quality and service standards will be thoroughly observed at any time of the day and night by the staff. This is one of the advantages of chain hotels in the eyes of their guests. When you visit any place on earth and stay in a hotel chain you’ll have that confidence in the quality of services provided.
Another advantage is that when individuals book with international chains they automatically become their portfolio customer, a brand customer as opposed to a single property customer. On the first night spent in a chain hotel you become a participant of the loyalty program, and then will receive not only special price offers, but can also collect bonuses and other livings, which then brings you more comfort and convenience when visiting the network of otley anywhere in the world.
The difference
Trying to draw the line in this comparison can actually be quite tricky. Nonetheless let's emphasise the key points in all this. So, the main distinctive feature and difference between a boutique hotel from the traditional hotel chains lies in the harmonious combination of luxury and comfort. The stylish interior and the comfort of home. That's it. Simple as that. How it is achieved and whether you as personality agree with what the hotel atmosphere is telling you is a separate story. What these hotels want you to do is to spread the word by sharing the photos on social media and recommending to friends and family. Repeat visitors drive less business to these hotels.
Why choose Boutique hotels?
Boutique hotels are also becoming more popular around the world, as it is the hotel with unique interiors - this is a great alternative for those who are bored with the standard rooms and the same type of network brands. Exclusive rooms with an individual design. Quiet, cozy and feels like home in which the interior of the hotel is created so that you will remember this visit. Typically, boutique hotels don't have two identical rooms. Here, every detail of the interior matched individually with taste and love.
Another advantage is that boutique hotels are best value-for-money accommodation. Usually, the organizers are trying to combine the style of the hotel, luxury and comfort with impeccable service and an affordable price.
It can take a while to discuss the "pros" and "cons" of boutique hotels and hotel chains. In the end, people prefer what is closer to his worldview and lifestyle. A cozy warm and homey small hotel in the park or luxury hotel with a sophisticated design of a huge network in the city.
