In recent years there has been a lot of talk about boutique hotels. In almost all of the developed world, they spring up like mushrooms. In fact, many historic buildings, after being restored or reconstructed, maintaining however the aura of their time, are christened as historic boutique hotels.
Which hotels are classified as boutique
Boutique hotels must meet certain standards. The most basic ones are the following:
First of all, they have a distinct concept, a unique identity (e.g. special architecture). For example, there are boutique hotels with a theme of wine, sports, fashion (e.g. there is a boutique hotel dedicated to Coco Chanel), arts, music, etc. However, the perception that they cater exclusively to a wealthy clientele is a myth.
Secondly, they stimulate the senses of the visitor, who often receives personalized services in a warm and friendly environment (particular attention is paid to food and drink, with the creation of excellent restaurants and bars). The idea behind these hotels, moreover, was to offer a hospitality experience, incorporating local elements, which would set them apart from the big chains.
Lastly, they have a relatively limited number of rooms (often these rooms have different themes), ranging from 10 to no more than 100 rooms (with the average being around 60). The rooms are designed with attention to detail and an emphasis on design and authenticity
Who coined the term?
The term "boutique hotel", derived from the French "boutique" (small, unique, sophisticated), was born in the mid-1980s, although the first hotels meeting the standards just mentioned had already appeared in San Francisco, New York and London by the beginning of the decade.
Then American businessman Steven Rubell, co-owner of New York's legendary Studio 54, compared the Morgans Hotel, which opened its doors in 1984, which he ran with his partner Ian Schrager, to more mass-market accommodation, saying that 'it's like a boutique opposite a department store'.
As he told the press at the time: ''Hotels are like department stores. They are trying to be all things to all people. This is different, It is like a boutique''.
The Morgans Hotel, the first to bear the name 'boutique hotel', was the answer to the large, impersonal hotels of the time, which then dominated the hospitality industry. Thanks to its unique aesthetics and excellent level of service, it managed to attract a 'sophisticated' clientele and essentially set the basis for the establishment of boutique hotels - today, even large hospitality chains have created their own branded boutique hotels.
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