How Do You "Boutique" Your Hotel?
August 14, 2018 1:28pm
Hospitality professionals can apply the best of boutique to any and all lodging accommodations.
By Frances Kiradjian
While we are the biggest champions of boutique you'll likely come across, at BLLA, we realize the transformation of the term from differentiator to buzzword. Today, it is not uncommon to find a property touting themselves as boutique even though they're a branded chain or an economic lodging solution like a motel.
Boutique started as an underdog in the world of lodging solutions, particularly luxury accommodations. Now, after a long climb to legitimacy, professionals and non professionals in the lodging space often mistakenly attribute their property as boutique. The fantastic news is, even if you never truly can be classified as a boutique property, there are steps you can take that will bring some 4 or 5-star energy into your property, no matter the size or classification.
After many years of industry research and community surveying, BLLA has honed in on what truly gives a property the air of being "boutique". These are things any hotelier can implement, weather they're responsible for 10 keys or 300 keys:
Boutique is a fascinating vertical to be a part of due to our agile nature and room for creativity. Implementing any of the practices listed above can ensure higher occupancy and ADR rates, and will create a community around your brand that constantly attracts new members.
Tags: frances kiradjian,
boutique & lifestyle lodging association,
Founder of the Boutique & Lifestyle Lodging Association (BLLA), Frances Kiradjian, a 25-year hospitality and travel industry seasoned professional, created BLLA to give a voice to independent properties as well as small brands around the world, offering them the opportunity and the means to compete on a level playing field with major hotel companies. BLLA serves more than 750 members, including hotels and the suppliers that sustain them.
Frances states why she created the BLLA. “My passion for independent boutique & lifestyle hotels are what drove me to create a place where leaders in this hotel sector can meet on common ground,” said Frances. “I wanted to institute programs for enhanced awareness to global travelers and offer vendors the opportunity to focus their marketing efforts through sponsorship of BLLA programs, events & conferences.”
Kiradjian is a graduate of the highly respected Marshall School of Business at the University of Southern California (USC).
Contact: Frances Kiradjian
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