BOUTIQUE HOTELS
The new Smoak Bar and Grill at Malmaison Manchester is an all-day dining and bar experience for guests and external customers alike
The trend of redesigning economy accommodation is defi nitely emerging as the next big thing in the boutique hotel sector
Boutique hotels have always sought
to replicate this to a certain degree with private ‘hotel guests only’ areas, such as bars, rooftop terraces, librar- ies and lounge rooms. The competition to create the most exclusive and inter- esting ‘guest-only’ space is fi erce with hotels vying for the PR and cachet associated with the concept of a club. And the converse is also true, with pri- vate members’ clubs attempting to venture into hotel space. We consider that one of the next
trends for boutique hotels will be to take frequent guest programmes one step further, creating their own ‘clubs’ and exporting their unique ‘brand’ to a group of loyal, appreciative follow- ers, and in doing so further reinforce the feeling of exclusivity guests enjoy when staying overnight. This could take the form of a private space within the hotel, or a club ‘network’, similar to a loyalty club, which would give the member access to various privileges.
WHAT‘S NEXT?
Design at a discount. Budget bou- tique. Whatever it’s called, the trend of
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redesigning economy accommodation is defi nitely emerging as the next big thing in the boutique sector. Starwood has already started with a scaled down version of W when it opened the fi rst Aloft property in Montreal in 2008 and most recently in Europe, the Aloft Brussels. New York-based Thompson Hotels is creating its own budget brand, while Dutch hotel company, CitizenM, currently has three proper- ties and an ambitious expansion plan throughout Europe, focusing on cities such as London, Milan and Paris. The concept of a ‘no frills’ boutique experience is quickly catching on, spurred by the resilience of the budget hotel sector in cities all over Europe. Development costs are lower, con- struction time considerably less, and potential sites can be even more awk- ward as rooms are intended to be tiny. The focus is then on creating living spaces in the lobby which encourage social interaction. The F&B offering is limited to vending machines. As the boutique hotel sector evolves and establishes itself fi rmly in the hotel investment landscape, more
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attention will be focused on under- standing these hotels. Unfortunately by pulling the pieces
apart to understand the mystery of the boutique and lifestyle hotel product – much like attempting to defi ne what is not intended to be defi ned – we also run the risk of missing the essence of their success. What’s clear is that boutique hotels are now a distinct layer within the geological landscape of hotel types, with their own forma- tions and trends, and an exciting one to watch evolve. ●
Cristina Balekjian is an associate at HVS in London
HVS is a leading international con- sulting and services organisation focused on the hotel, restaurant, shared ownership, gaming, and lei- sure industries. The consultancy has appraised hotels and projects in all major markets in Europe, the Middle East and Africa. For a copy of the Boutique Hotels Segment report please contact +44 (0)207 878 7700
ISSUE 1 2012 © cybertrek 2011
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