Boutique hotels and resort must fill a special need or provide a unique environment to successfully attract customers away from traditional and more familiar brands. Is the hotel or resort able to support the delivery of the product as promised, whether those are oriented to the corporate or leisure traveler and have a service orientation towards business or recreation. This constituency might be cultural, social, or spiritually based, as opposed to the traditionally defined groupings such as business, leisure, group, or family. Once again the relationship to this question may be non-traditional and require out of the box thinking towards more intellectual or demographic groupings. Given the alternative products as presented by Ian Schrager hotels in New York, Miami, and Los Angeles or the Hard Rock Hotel in Las Vegas, there are customers looking for something different.
Many customers are concerned with fashion and the right place to stay.
The special experience. The ability for a customer to feel a unique difference. Marketing an independent boutique hotel or resort can be difficult, as there are generally severe restrictions of financial and other resources. The lowest common denominator of marketing a boutique hotel or resort is really sending a message to those who are interested or should be. The real basic issue here is story development, which relate back to the special nature of the experience, location, or environment.