The Evolution Of The Lodging Industry
Wednesday, October 20th, 2010
Loading ...“Old Geezers” always have good stories. While I’m not quite an “Old Geezer”, I have some good stories too. Like the one when the family decided to take a driving vacation to Florida when I was 10 years old.
Now mind you, there is nothing good that can come out of a story like this especially with two younger brothers in the backseat. And mind you, this was well before there were McDonald’s at every freeway exit.
The main point of this story is lodging. Guess where we stayed? If you guessed the Holiday Inn, you were spot on. Back then, was there anywhere else to stay? All I can remember about the Holiday Inn was that they had vending machines and that was our salvation-it certainly wasn’t the nasty blanket or toiletries in the bathroom.
Holiday Inn spawned the next generation of lodging. Giants such as Marriott International, Starwood, Hilton, and other chains control a huge percentage of the market. Even Holiday Inn reinvented themselves over the past couple years and are back in the race for business.
But consumers started getting bored with cookie-cutter hotels and wanted something different. Starwood figured this out first with the launch of their “W” brand. The “W” brand was hip and cool. The bars, restaurants and pools were hip and cool. The Bliss spa was revolutionary. “W” spawned the boutique generation of properties.
By some calculations, there are now more than 750 unique boutique brands in the USA alone. For instance, if you want to stay in a boutique property in Chicago, you have more than 100 to choose from. Each one has its own story and reason to book. This is clearly the trend in hospitality.
What makes a boutique hotel vs. a Marriott type hotel? A few clues:
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Boutique name (Elysian, James, Shoreham)
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Typically each is a unique location
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Cool people working behind the desk
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Small rooms with small bathrooms and minimal furnishings
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The place to be seen bar and/or restaurant
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Free Wi-Fi
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Sleek contemporary lobby
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Unstandard uniforms
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Fun amenities including turn down service (homemade cookies are the best)
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Stall showers and duvet covers
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Personalized service
I love boutique hotels. While most hotels are individually-owned, they follow the corporate umbrella so are very limited to what they can and cannot do. Not boutique properties. And they are not kid friendly.
Shortly, we will see major chains launching their first chain of boutique hotels which will move the industry to yet another level. It’s exciting to watch; there is plenty here to learn.
Happy Wednesday!
