Boutique Hotels: The history behind the term

Boutique Hotels appeared in the 1980s with the term writing its own history.They stimulate visitors’ senses providing customized services.

Over the last years in our country, the term boutique hotels has been heavily discussed. In Athens, but also in other country’s big cities spring up like mushrooms.

In fact, many of them, historical buildings, after being restored or reconstructed, maintaining however the aura of their era, are baptized as historic boutique hotels.

Which hotels are classified as boutique?

Boutique hotels must meet certain specifications.

First of all, they acquire a separate concept, a unique identity (e.g special architecture or theme).

For example, there are hotels with a central theme of wine, sports, fashion, arts, music, etc. The notion that they are aimed exclusively at affluent customers is a myth.

Secondly, stimulate visitors’ senses, who often enjoy customized services in a warm and friendly environment (in abroad, special emphasis is placed on Food and Drink, with the emergence of excellent restaurants and bars).

Third, boutique hotels have a relatively limited number of rooms (often with different themes), starting at 10 and not exceeding 100 rooms in abroad (with an average of around 60).

Boutique Hotels appeared in the 1980s with the term writing its own history.They stimulate visitors' senses providing customized services.

Who invented the term?

The term “boutique hotel” was born in the mid-1980s, although as early as the beginning of the decade, the first hotels meeting specific standards had appeared, in San Francisco, New York and London.

At that time, American businessman Steven Rubell, co-owner of the legendary Studio 54 in New York, compared the Morgans Hotel, which opened its doors in 1984, and maintained with his partner, Ian Schrager, with more mass accommodations, quoting: “It is like one boutique opposite a department store”.

As he characteristically stated in the press back when : “Hotels are like department stores. They are trying to be all things to all people. This is different, It’s like a boutique“.

The Morgans Hotel, the first to bear the name “boutique hotel”, was the answer to the large and impersonal hotels of the time, which at a later stage dominated in the hospitality field.

Thanks to its unique aesthetics and excellent level of service, Morgans managed to attract a “sophisticated” customer base and effectively lay the groundwork for the establishment of boutique hotels – nowadays, even large hotel chains have created their own branded boutique hotels.

Source of article: Marketing Tips

About the Author

John Protopapadakis is Author, Professor and Seminars Lecturer about Marketing, Quality Service and Complaint Management.He studied Business Administration at the University of Piraeus and holds an MBA (Master of Business Administration) from Cleveland State University.

He has worked in the Marketing department of Misko-Barilla. Since 2000 until presently, he is Professor of Marketing and Quality Service, at Le Monde .

He is partner of the startup company, Hoteltraining. On his website, Marketing Tips, John Protopapadakis, shares content about Marketing, Public Relations and Customer Service.

In his prolific career as an author, several books stand out such as: