BOUTIQUE HOTELS
Service with style
In spite of leaner times, new investors are still keen to enter the boutique hotel sector while established operators are busy expanding and developing new concepts, says market analyst Cristina Balekjian
nterest in boutique hotels, despite the economic slow- down, remains overwhelming. It’s an exciting segment of the market, particularly in Europe’s gateway cities. New investors are still keen to enter the market and estab- lished operators are fast expanding and developing new concepts to com- pete in this market, as highlighted in HVS’ recent market report, Boutique Hotels Segment: The challenge of standing out from the crowd. Defining exactly what a boutique hotel is has become increasingly difficult, as many of their original attributes have changed over the years. The hotel industry itself has begun to use the umbrella term ‘life- style hotels’ to characterise a hotel
I
45 Park Lane Mayfair Belgraves, Belgravia Aloft London Excel
Dorset Square Hotel, Marylebone Hotel Indigo Cannon Street, The City Hotel Indigo Philpot Lane, The City Hotel Indigo Kensington, Kensington City Road Hotel, Hackney ME London, Holborn
Bulgari Hotel, Knightsbridge The Great Northern Hotel, Kings Cross
The Wellesley Manchester Square, Knightsbridge Fire Station, Marylebone 8 Balderton Street, Mayfair
London Edition by Marriott (ex-Berners) Central South Place Hotel, The City Willow Street Hotel, Shoreditch Ham Yard Hotel, Soho
Mondrian Hotel London, South Bank SOURCE: HVS Research
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which is aspirational, design and expe- rience driven, and socially engaging. These hotels range from budget to luxurious; from two-room establish- ments to 800-room properties; from independent to chain-run; and can be branded or unbranded. As a gen- eral rule, however, boutique hotels are generally accepted to be small (100 rooms appears to be the invisi- ble boundary) and are therefore better placed to react to customer needs, as their limited capacity enables them to enhance the quality of their service and customise their outlets. While a diversifying market means it’s not always easy to define a bou- tique hotel, what is quite clear is that demand for them has evolved and grown over the past decade. Leisure
BOUTIQUE HOTELS IN THE CAPITAL – RECENT AND ANTICIPATED OPENINGS Hotel
Rooms Opening 46 85
252 37 38 43 51
247 173 85 93 36 33 75
190 80
146 92
268
Sept 11 Sept 11 Nov 11 Jan 12 Jan 12 Jan 12 Jan 12 Jan 12 Jan 12 Mar 12 Nov 12 Nov 12 Jan 13 Jan 13 Jan 13 Jun 13 Jun 13 Jun 13 TBC
Read Leisure Management online
leisuremanagement.co.uk/digital
remains a staple source of their busi- ness, particularly with the growing trend for short-breaks and city-breaks, as time has become an increas- ingly valuable commodity. Boutique hotels, in particular, have become the preferred choice of affluent young trav- ellers who are seeking an experience, rather than a commodity. The halo effect of celebrity patron- age, as well as the liveliness and buzz of the public areas, allows these hotels to attract a high proportion of commercial demand and still maintain their trendy, aspirational status without becoming standard business hotels. Blakes was – and still is – the haunt of celebrities, and London hotels such as The Sanderson, St Martins Lane and those in the Firmdale collection thrive
Brand affiliation
Dorchester Collection Thompson Hotels Aloft by Starwood Firmdale Hotels Indigo (IHG) Indigo (IHG) Indigo (IHG)
Soneva Properties ME by Melia
Bulgari by Ritz-Carlton – –
Andre Balazs
Corbin & King Hotels Edition by Marriott D&D –
Firmdale Hotels Morgan Hotels Group
Many boutique establishments are starting to turn their dining offers into must-visit locations
ISSUE 1 2012 © cybertrek 2011
PHOTO:
SHUTTERSTOCK.COM/STEFANOLUNARDI
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