by: Isabelle Frawley
You hear the word “hotel” and what comes to mind? Perhaps a Hilton, or if you’re feeling fancy, The Four Seasons. It’s not a surprise that most people associate the word “hotel” with major hotel chains like Marriott, Hilton, IHG, or Choice. These brands have been around for decades, and for good reason. They provide travelers with rigorous quality standards, giving each guest a similar experience no matter where in the world. Additionally, loyalty rewards provide incentives for just that… loyalty.
Lowell Hotel
It wasn’t always that way. Hotels have been around for over 1,300 years, long before JW Marriott opened up his first root beer stand. But, in recent years, there has been a massive rise in the popularity of boutique hotels.
Boutique hotels are unique, small, charming lodging establishments, often located in urban areas. According to recent research from Hotel News Now, the supply growth of boutique hotels was measured at 11.5% from 2016 to 2017, with a room revenue increase of 9%. Boutiques are becoming more popular, largely because of the ability to market online, and cater to a younger generation. For example, unique hotels with quirky decor provide a highly desirable check-in location for social media users. Posting a picture on Instagram at a chain hotel is not the same as posting a picture paying tribute to Eloise’s playtime in the lobby of the Lowell Hotel in New York. The Lowell Hotel loves to highlight their wood-burning fireplaces on their website specifically because they are a “rare find” in New York. In contrast to other hotels, they describe themselves as similar to luxury NYC apartments, hoping to attract guests looking for a more authentic experience.
Freehand Hotel
Some boutique hotels are also on our radar because of their pricing. In some cases, with small lobbies and lounges, overhead expenses can be kept low. For example, The Freehand Chicago hotel is another great example of an amazing boutique find. Among the giant skyscrapers and modern décor of Chicago, this spot has an art-deco, down-to-earth, quirky feel with dark-wood furnishings and exotic rugs. It brings a unique feel to a city full of modern luxury, at a cost similar to other branded hotels in the area.
Hotel chains seeing the popularity in boutique hotels are following suit with “soft-branded” hotels. Soft-branded hotels marry the unique local aesthetics of boutique hotels, while providing guests with loyalty points and assurances on quality by affiliating with a major brand. For example, Hilton has created Canopy by Hilton, Curio Collection by Hilton, and Tapestry Collection by Hilton.
The rise of boutique hotels feels like a new trend, but they’ve actually been around for over a millennium. An old trend is making a new appearance.