If you really want to stay in a memorable hotel, choose one with a strong design theme. Far more than having room names with a common link, a strong design runs through everything the hotel does, and makes the whole guest experience more interesting. Choosing a definite theme can be a risk though and only those who have planned, researched and marketed properly pull it off.
The theme
A hotel can base its design around any theme, and most of the obvious ones have been done: books, music and artists, for example. Ideas for a theme need to be matched with a market for that theme, to ensure that the hotel can maintain profitable occupancy rates without having to compromise on its design principles. This is easier said than done, and some hotels have to tone down their original designs in order to attract a wider market.
The planning
Once a theme has been settled on, a great deal of planning is required in order to ensure that the design is properly thought through rather than just based on a couple of colours and a few pieces of artwork. Creating an individual hotel through themed design is a challenge and the planning process needs to be organised and well-managed to ensure that the eventual design runs clearly through all the hotels rooms and spaces.
The execution
Once the design has been approved, the project moves on to execution. This usually includes some architectural and building work as well as decoration, furnishings and fittings. For a themed design to work well, everything has to be from authentic sources, so hotel owners and designers often spend some time finding exactly the right furniture, art and accessories to create the themed look they are looking for. It is this attention to detail and finish that often distinguishes a boutique hotel from a run-of-the-mill hotel.
The marketing
Once the hotel is nearing completion, the owners need to market it. The best way to do this often depends on the theme, but a target market should have been established at the very beginning and this market now needs to know about the hotel and what it offers. From magazines to online advertising, the hotel needs to use its strong theme to attract attention and from that, to attract bookings.
A strongly-themed hotel usually narrows its market, but if the design and execution are properly planned and managed, the hotel can fill a niche and enjoy high occupancy rates.
For a great many people staying in a quality guest house or lodge is the best type of accommodation to stay in when visiting a city such as London in the United Kingdom. Such accommodation is usually considerably cheaper than even the cheapest hotels while the accommodation's rooms are usually of a very high standard. Some of us dislike the majority of modern hotels even though there is often a wide choice from various hotel chains and family run hotels. Many consider the modern hotel rather cold, clinical and hardly inviting but for several decades now there has been a marked increase in the number of hotels which describe themselves as boutique hotels but what exactly is a boutique hotel?
In stark contrast, to the well known national and multi-national motel and hotel chains, boutique hotels are usually much smaller and family run. The term originates from North America where these hotels offered a highly personalized service in a luxurious hotel of a distinctive character.
Roughly three decades ago the culture and style of society was rather different and many liked to fashion a specific lifestyle for themselves. More and more people began to demand hotel accommodation which would fit more closely to their chosen lifestyle. The hotels which where redesigned to meet this demand became known as design hotels or lifestyle hotels.
In 1984, the Morgans Hotel in New York opened, it was owned by Ian Schrager, a famous hotelier, who had commissioned Andre Putman to design it. Morgans Hotel, New York is credited as being the world's very first Boutique hotel. There are other boutique hotels which lay claim to being the first, such as San Francisco's hotel Vintage Court which opened in 1983. Vintage Court is part of the Kimpton Hotel & Restaurant Group Inc. which has many boutique hotels.
One of the most interesting aspects of boutique hotels is the way in which they are usually themed. Rather than concentrate on all the modern bells and whistles, often available in hotels owned by the larger chains, boutique hotels offer personality and personal service. For example the Church Street Hotel in London, a Spanish-American Boutique hotel, is decorated in a Cubano style with mexican tile work which has been hand painted with numerous items of art and furnished with excellent Colonialist furniture.
Many cities, including London, now have a selection of boutique hotels to choose from but the definition of a true boutique hotel has recently become rather blurred due to the actions of some of the major hotel chains. Best Western has opened the boutique hotel, Shaftesbury Kensington and several other chains have also began to develop more hotels which could be described as a boutique hotel so there is now a little confusion about what exactly makes a hotel a boutique hotel.
One of the best boutique hotels in London is found opposite the Royal Mews of Buckingham Palace at 41 Buckingham Palace Road. The Red Carnation, 41 Hotel is only a few minutes walk from many of London's finest tourist attractions and only a short distance from Buckingham Palace itself. If you are visiting London you may want to stay here if only to be able to say to friends that you stayed at that address.
It would seem that the term "boutique hotel" is appearing here there and everywhere nowadays, even the Isle of Harris (an extremely remote island off Scotland) has a boutique hotel opening soon. However it really doesn't matter how many appear as each is entirely unique by definition. If you are planning a short city break or vacation soon why not consider trying out a boutique hotel, I am certain that you will find one to match your lifestyle.
Both Chic Retreats & Bill Harris are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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