The term “boutique hotel” originated in the 1980s and was coined by entrepreneur Steve Rubell, co-founder of the famous Studio 54 in New York. Rubell used it to describe his “Morgans” hotel, designed by Ian Schrager, which featured a completely different approach to large chain hotels.
Opened in 1984 in New York, it stood out for breaking with the tradition of large chain hotels. It had a more intimate aesthetic and focused on the personalized experience for guests.
Morgans’ design was minimalist and elegant, with rooms offering modern amenities but with a distinctive twist. The hotel focused on providing a more personalized service, and its smaller size allowed for more individualized attention.
Morgans pioneered the idea that hotels could be more than just places to stay; they could offer a unique experience, lifestyle, and more upscale atmosphere. This laid the foundation for the evolution of boutique hotels in the hospitality industry: a small, luxurious establishment with a distinctive design, attention to detail and an intimate and exclusive atmosphere.
From there, the idea spread and became a term for a specific hotel category differentiated by its charm and personalized service.
The concept of a boutique hotel has recently gained popularity in Spain. In the Local Booking Insights report from the booking management platform Little Hotelier, a 12% increase in establishments of this type in Spain compared to 2019 has been pointed out. In addition, the interest of investors and developers in these types of establishments also supports the idea that boutique hotels are experiencing growth in popularity and demand due to travelers seeking more personalized and exclusive experiences.
Characteristics
Room styles in a boutique hotel can be varied and reflect the creativity and unique design of the place. Some might have a modern, minimalist approach, others embrace rustic or vintage, while others lean toward the extravagant and luxurious. There are also boutique hotels with specific themes, such as contemporary art, local history or culturally inspired design.
Boutique hotels emphasize details to offer an exceptional experience to their guests. This allows them to differentiate themselves and create a memorable impression. Attention to detail helps create a welcoming atmosphere, meet individual guest needs, and provide personalized service that exceeds the usual expectations.
Services they offer
Boutique hotels tend to offer personalized luxuries and exclusive details. They can include services such as specialized concierge, unique interior design, high-quality bedding, exclusive spas, gourmet restaurants, local art on display, and unique experiences for their guests, such as private tours or special events.
Personalized experiences at a boutique hotel can vary greatly, but they often include details tailored to guests’ tastes and preferences. This can range from highly customized concierge services selection of pillows or in-room fragrances, exclusive recommendations for local activities, private tours, personalized dinners, or even special events organized for guests.
Differences with conventional hotels
Boutique hotels are typically smaller than conventional hotels, ranging from 10 to 100 rooms. In addition to size, boutique hotels tend to differentiate themselves from traditional hotels in several ways, such as focusing on the local community and cultural integration.
Many of these boutique hotels strive to promote and support the surrounding community, whether through displaying local art, offering regional products in their restaurants, collaborating with local artisans, or organizing activities that highlight the culture and traditions of the place. Boutique hotels often collaborate with local artisans in a variety of ways:
- Purchase of local products. They purchase handicrafts, textiles, furniture or other products made by artisans from the region to use in decoration or as part of the hotel’s offer.
- Events and workshops. They organize events or workshops where local artisans can showcase their creations or even teach their techniques to guests.
- Support for local projects. Some boutique hotels support community or development projects led by local artisans, either by providing funding, visibility, or promotion.
- Promotion of local products. They highlight and promote local artisan products in their gift shops or in common areas of the hotel, which helps to generate recognition and support for artisans in the area.
These differences create a more authentic and personalized experience compared to the standardization often found in conventional hotels.
Hotels are much more than just places to rest. Each boutique hotel property uniquely expresses its surroundings, fusing local charm with understated luxury. From urban sophistication to the serenity of natural destinations, each of our hotels tells a different story.
Immerse yourself in discreet luxury and personalized attention in its intimate spaces, where service excellence is our priority. Experience the magic of its carefully designed rooms, each reflecting elegance and comfort.