The unique charm of the boutique hotel was once a niche offering. But in an era where personalised hospitality and bespoke experiences are highly valued, these smaller properties have risen to prominence.
Now, even the world's biggest brands are hoovering up boutique brands to create a ‘unique’ experience for guests. They’ve seen the numbers when it comes to boutique hotel marketing and RI and are busy creating their own sub-brands. IHG has recently acquired the chic boutique brand Ruby, Marriott is expanding its vibrant Moxy brand that it’s had for over a decade, while the world-renowned Hilton has recreated the boutique, local-focused feeling with its Canopy brand.
Meanwhile, major players are buying out independent brands that focus on the boutique experience, as evidenced by the acquisition of Mr & Mrs Smith by multinational hotel giant Hyatt in 2023.
So, with the big hotel groups getting in on the boutique action - and trends for digital marketing in the hotel industry showing a consistent increase in searched for boutique hotel experiences - what does this mean for independent hotels?
A new study published by Hilton shows that travellers are increasingly shifting their purchasing habits away from things towards experiences. Of the travellers surveyed, 64 per cent said that they were aiming to cut spending across other areas in order to prioritise leisure travel. This is particularly true of Gen Z (72 per cent) and Millennial travellers (71 per cent), who aim to spend more on travel and adventure in 2024.
In fact, the very idea of luxury travel is being redefined in the modern era. Today’s traveller is less concerned with the size of their suite, but more focused on the richness of the experience, the uniqueness of the location and the personal touch that makes a trip linger long in the memory. A recent survey conducted by global tour company Trafalgar found that 76 per cent of travellers prefer immersive activities that connect them with locals and their culture, while 71 per cent placed having new experiences above seeing every landmark in a location.
This desire for authentic experiences and a deeper connection with the moment is driving the surge in the popularity of boutique hotels. But with large hospitality chains looking to capitalise on the shifting demands of consumers, the very reason travellers look to smaller, more personalised boutique hotels is in danger of being lost.
So, with the boutique hospitality industry trend leading to a somewhat homogenised traveller experience, how do you adapt your hospitality branding to stand out as an independent hotel?
Know your guest intimately
Knowing your guest goes beyond knowing how they like their morning coffee. It’s about discerning their values, understanding how they like to experience the world and getting a feel for what really makes them tick.
You need to conduct in-depth research into how they travel and what makes them happy. More than their age and personal travel preferences, you want to know the other details that count. Whether they’re foodies, thrill-seekers or nature lovers; how many devices they travel with and how they use them; the services they expect from a hotel; and the experiences that make them feel fulfilled.
Know your guest inside and out and you can anticipate their every need, delivering a service that goes above and beyond the norm. As a boutique hotel, you're in a privileged position to create genuine connections with your guests, giving you the kind of insights into their preferences that elude those big brands.
Define your identity
A memorable brand name and a great logo are the cornerstone of any brand. But branding in the hospitality industry goes a lot deeper than what your customers see on the surface.
Effective boutique hotel marketing is about crafting a compelling story, conveying the essence of who you are and what you stand for, connecting with your customers on an emotional level and differentiating yourself from the competition.
Through good hospitality branding, you can construct a consistent identity throughout every element of your brand. From the design, imagery, and typography of your website right down to every nuanced communication, you can build trust, establish credibility and construct a distinctive brand that your audience wants to be a part of.
This concept is embodied perfectly by Design Hotels, a collection of over 300 independent boutiques that focus on design and local culture, and Small Luxury Hotels of the World, a range of 600 boutiques across over 90 countries. You don’t have to be a part of a group to carve out your own identity, however. Take Aarunya Nature Resort & Spa, which strikes the perfect balance between luxury, sustainability and embracing the natural beauty of the wilderness of Kandy, Sri Lanka. Also, Alexandra Hotel and Restaurant in Devon captures that quintessential seaside English charm while infusing it with boutique luxury.
Create a sense of place
In an era where travel is increasingly geared towards authentic experiences and deeper connections, with more and more competition in the boutique space, it’s no longer enough to design a cute boutique hotel and wait for the guests to come.
The best boutiques design spaces that make guests feel part of the fabric of the city or community they are visiting. They craft an experience that satisfies the modern traveller’s sense of adventure by enveloping them in every aspect of the destination.
The best digital marketing in the hotel industry creates a sense of place at their resorts. Take the Royal Mirage, Dubai, a One&Only Resort that immerses guests in authentic Middle Eastern architecture, with opulent domes and arches, and even bronze camel sculptures. Or the Plaza Athénée in Paris, which uses its unrivalled positioning in the city’s fashion district and its close association with Dior to evoke a sense of Parisian romance and elegance.
Capturing a location’s culture, history, and heritage is something smaller, independent brands can lean into, with more agility that gives them an advantage over the bigger brands.
Embrace hyper-personalisation
Hospitality industry marketing is not just about style; it’s about substance.
Creating a hyper-personalised travel experience will set you apart from your competitors. Go beyond and make guests feel valued. It’s not just about knowing their name and how they take their coffee, it’s about understanding what they want from their trip and what makes them passionate about travel. Embrace this and empower them to create their own unforgettable experience.
Hyper-personalisation can be augmented by technology. For example, AI and machine learning tools can help to predict customer preferences and anticipate their needs. This can be used for AI concierge services that recommend local experiences based on a guest’s interests, or AI systems that let staff know how a guest prefers their drink, room temperature and even their pillow. Internet of Things (IoT) devices can measure real-time data and be used to deliver bespoke itineraries and services. Feedback loops can also be incorporated into the service, to ensure maximum guest satisfaction and build long-term relationships.
Create an experience
One of the emerging hospitality industry trends is the modern traveller who wants to immerse themselves in their destination. More than just seeing the sights, they want to live the life of locals. As Hilton’s 2024 Trends Report shows, modern travellers prioritise experiences (85 per cent), exploring the unknown (81 per cent), savouring local delicacies (64 per cent) and discovering local customs and traditions (48 per cent). Hospitality branding should reflect these shifting consumer expectations.
By offering travellers the chance to immerse themselves in and actively contribute towards communities, you are giving them something unique. They feel enriched by an experience that is their own, one that is centred around authenticity and has a deeper meaning than just sightseeing.
Put sustainability at your heart
For modern brands, a commitment to sustainability has become a non-negotiable. As an independent boutique hotel, this is even more crucial. Your guest chooses a boutique experience precisely because they want to step away from the massification of travel. And part of that experience is knowing that they are supporting the community and environment wherever they are.
Simple greenwashing isn't enough – modern travellers are savvy to the lightweight claims of big brands who claim to be making a difference. Effective boutique hotel marketing should differentiate the brand with an authentic commitment to sustainability. This can involve waste management and reducing electricity and water usage, but it can also be focused on locally sourcing produce and materials or working on initiatives to benefit and champion your local community.
It’s also a great idea to get your guests to buy into your sustainability practices, letting them know how they can contribute. Whether it’s simple recycling measures or immersive experiences at a rural boutique, for example, involving guests helps to foster connections between them and your brand.
Be a brilliant boutique
In a world where everyone is chasing the ultimate authentic experience and even the big brands are going boutique, there are countless ways you can stand out with enhanced boutique hotel marketing and innovative strategies. From knowing your guests better than ever by embracing technology to creating a sense of space and a unique experience, building a genuine connection with your audience has never been easier.
Peregryn is a hotel digital marketing agency that works across a variety of industries, partnering with travel startups to boutique hotels. When it comes to hospitality industry marketing, our expert services can help set you apart, whether you’re a new business or an established brand looking to refresh your image.
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