Boutique hotels can be viewed as the brand new kid from the block. Although they have experienced existence for many decades, operating underneath the banner of ‘independent’ hotels, it is just lately that the earth has exploded in the fascination for boutique hotels.
Today, more than ever before, travelers are searching past the usual frills and fancy that exist in the hotel stays. They need a far more intimate, more unique experience which brings them nearer to the city your accommodation is situated in. In this scenario, boutique hotels stand it direct opposition for their flashier, empire-like counterparts – the chain hotels.
But, despite their general appeal, boutique hotels need to make exactly the same effort, and often more, to determine their brand. With no strong identity to steer them, it’s too easy to get rid of themselves within the crowd.
Brands can’t be faceless entities for that consumer. We reside in age information in which the customer can access all sorts of sources to facilitate his decision. Nowadays, brands possess a existence and existence that belongs to them, and customers interface using these identities every day.
Take yourself. What one thinks of if somebody states the term “Marriott?” You’ll immediately envision a picture of something intensely lavish and opulent. Large foyers, gilded ceilings, soft-spoken yet crisply smart waiters, silver tureens and condition from the art facilities. How come your mind affiliate all of this with one easy word?
This is the magic of the brand. And the need for building it.
Consider the idea of identity, much like your name, or what you are. All individuals stuff that get into making ‘you’ are the stuff that set you in addition to the remainder of humanity. You have to a brandname. It’s an entity that’s dissimilar to other entities within the same industry. Running a business-speak, this really is known as differentiation.
So, what differentiates one hotel in the other and why must we even participate in differentiation? The solutions to those questions are altogether simple. Danny Meyer, the Chief executive officer from the Union Square Hospitality Group (USHG), claims that ‘recognition’ is the main reason why visitors wish to go back to exactly the same hotel.