Zjawisko hoteli butikowych na rynku hotelarskim

Abstract

This article attempts to present synthetically boutique hotels as a sector of hotel market and emphasise its main features that differentiate them from other hotel types. In large part this publication is the extract from the master thesis The idea of boutique hotel on the example of W Hotels, written in 2004 in the University of Lodz by Cezary Myskiewicz. Boutique Hotels appeared in United States in the end of 20th century and evolved during its last two decades to become the separate segment of hotel industry. From their onset boutique hotels were stated as opposed to standardised chain hotels, such as Holiday Inn, Marriott or Intercontinental. Unlike them, each boutique property offered themed design and unique atmosphere, which were provided by small size, welcoming staff and its individual approach to every guest. This idea became very popular and caused the rapid growth in number of such hotels, which resulted in the establishment of several boutique hotel chains – Kimpton Hotel Group, Ian Schrager Hotels. These first draw the attention of American institutes, which decided to research this segment of hotel market. The study revealed in 2000 by Smith Travel Research shown that in the last five years of 20th century boutiques outpaced all other segments including luxury and upscale hotels in terms of operational and financial indexes such as occupancy, average rate or revenue per available room. Their development was such that also hotel chains took interest and decided to create their own boutique brands. The first to do it was Starwood Hotels & Resorts which introduced the prototype property combining high standards of service of the upscale business hotel with atmosphere and design of a boutique hotel, which immediately won popularity.