Sizing up what makes a true boutique hotel<\/p>\n
Linda Hoffman, Contributor, Yogyakarta<\/p>\n
Boutique hotels -- or establishments labeling themselves as such
\n-- are now popping up throughout Asia. A recent visit to a new
\none, which turned out to be more of a guesthouse with a really
\nnice restaurant, made those of us dining there wonder about the
\nreal definition of a boutique hotel.<\/p>\n
In the early 1980s, European and American entrepreneurs
\nrecognized a new travel trend. They saw a growing niche of people
\nwho sought out unusual accommodations and were willing to pay
\nslightly higher prices to stay in them. Many of the early
\nboutique hotels were in historic buildings, and differed from bed
\nand breakfast inns by offering full restaurant and bar service.<\/p>\n
They concentrated on welcoming guests and making them feel at
\nhome. The concept took hold and now there are boutique hotels by
\nthe sea, in the countryside and in city centers. Some are in old
\nbuildings; some in new. In fact, there is such a growing variety
\nof boutique hotels that defining them is increasingly difficult.
\nThe only factor that seems to be consistent is that each hotel is
\nunique. No two are alike.<\/p>\n
It doesn't take a marketing specialist to determine that there
\nare many kinds of travelers around the globe. People-watching at
\ntourist attractions reveals folks wearing all sorts of clothing,
\nphotographing contrasting angles of the same monument, and
\npurchasing disparate souvenirs. It's a pretty sure bet that they
\nhave variant ideas of where they should lay their weary heads at
\nthe end of the day, too.<\/p>\n
Take backpackers, for example. Most are on limited budgets
\nbecause their sojourns are longer. They often visit remote
\nregions where fancy accommodations are not available and are
\ngenerally happy with a cheap place that has clean sheets, a place
\nto bathe and a hot meal.<\/p>\n
At the opposite end of the spectrum are those who don't bat an
\neye at costs. They go for total indulgence and don't mind paying
\nbig prices to be treated like royalty when they travel.<\/p>\n
In between those two categories are businesspeople, many of
\nwhom prefer ensconcing themselves in the familiarities of
\ninternational chain hotels. They don't need the unexpected where
\ntheir bathing, sleeping and eating quarters are concerned. They
\nneed reliability, convenience and amenities at their fingertips
\nto ready themselves for facing the workaday world relatively
\nhassle-free upon awaking.<\/p>\n
There are also vacationers who want a closer look at local
\nculture. They like being welcomed into someone's home and being
\npart of a family for a little while, so are drawn to small,
\nfamily-run establishments.<\/p>\n
While boutique hotel aficionados may not be able to precisely
\ndefine what makes their favorite places \"boutique\", most agree
\nthey should be \"small\" (although what \"small\" means is a matter
\nof opinion), have a unique ambiance, and above all, offer
\npersonalized service.<\/p>\n
General manager of Saphir Hotel Yogyakarta Andrew Gall was
\nborn in Scotland and trained and worked in England before
\ncontinuing his career in Asia. His perception of accommodations
\nranges from castles, to quaint country inns, to international
\nchain hotels.<\/p>\n
\"Personal service is a key factor in defining boutique hotels;
\ntherefore, I believe they must be small,\" Gall said. Large hotels
\nsimply cannot provide the same individualized service. Boutique
\nhotels should also be eclectic, meaning they differ from the
\nstandard layouts and decors of large hotels. Each boutique hotel
\nshould be unique in some way.\"<\/p>\n
While many Indonesians are still unfamiliar with the term
\n\"boutique hotel\", the Dusun Jogja Village Inn in Yogyakarta is to
\nmany Western tastes one that fulfills all the basic criteria and
\nthen some. Located well away from the hubbub of one of the
\ncountry's major tourist destination cities, it's delightfully
\nsmall with only 24 rooms, and has a lobby cozy enough to be
\nsomeone's private living room.<\/p>\n
Staff members remember you even if you haven't been there in a
\nwhile; they're warm and friendly, but never intrusive. From the
\nmoment visitors enter, passing the soothing sounds of a water
\nfountain surrounded by lush gardens, the stress of traffic noises
\nand daily life evaporate. You know immediately that you're
\nentering an oasis of tranquility.<\/p>\n
Marketing manager Ruby M. Aries describes his concept of
\nboutique hotels without hesitation.<\/p>\n
\"We offer a relaxing atmosphere and individualized service,\"
\nhe said. \"Modern life is stressful, and one of the roles of a
\nvacation is to help people become human again. So we've created
\nan environment that's refreshing, not only to the mind and body
\nbut also to the soul.\"<\/p>\n
All of the hotel's rooms have terraces or balconies
\noverlooking a soothing saltwater swimming pool surrounded by
\nverdant tropical plants. Even though the total garden area is
\nrelatively small, tucked among the greenery are little nooks and
\ncrannies where guests can sit and read, talk privately, enjoy a
\ndrink or a meal, or simply reflect.<\/p>\n
\"Another thing boutique hotels should do,\" according to Ruby,
\n\"is to blend in with the surrounding community.\"<\/p>\n
Taking this to heart, its rooms are decorated in a
\ncontemporary version of an age gone by. The colorful tiles on the
\nfloors are reproductions of ones made during the Dutch colonial
\nera and are still manufactured in Yogyakarta today.<\/p>\n
The uncluttered elegance of the decorating scheme and its
\nsoothing colors of gold and green evoke an uncrowded feeling.
\nLarge glass doors in each room open into the gardens, welcoming
\nthe plants indoors as if they were part of the decor.<\/p>\n
By contrast, one of the main attractions of the modern high-
\nrise 86-room Silom Serene Boutique Hotel in Bangkok is its prime
\nlocation in the central business district. Tucked away on a quiet
\nstreet only one block off busy Silom Road, it provides easy
\naccess to businesses and major tourist attractions, leaving
\nbehind the bustle and noise of Bangkok.<\/p>\n
Its major clientele are businesspeople, not tourists, many of
\nwhom return time after time. What makes it a boutique hotel?<\/p>\n
According to assistant director of sales & marketing Monkorn
\nUsavakul, \"It's the desire of the staff to fulfill our guests'
\nneeds for personal recognition, prestige and comfort. We also
\nconvey a sense of exclusivity and offer a high ratio of quality
\nand value.\"<\/p>\n
The Singapore Tourism Board says boutique hotels usually have
\n80 rooms or less and are \"design-focused\", i.e. heritage sites or
\nstructures filled with modern designer furnishings. By including
\n\"modern designer furnishings\", a new depth is added to the
\ngrowing definition.<\/p>\n
Boutique Lodging International, an online network of boutique
\nlodgings worldwide, says on its website: \"...boutique
\nproperties...have an appreciation for travelers in search of
\ncomfort, service, value and style.\" Its founder, Bill Kimpton, is
\nquoted as saying boutique hotels are \"...usually a little
\nsmaller, so the staff has the time to cater to guests' needs, and
\neach...has an incomparable personality and style. It may be set
\nin a beautifully renovated historic building or a romantic
\nbeachside villa with flowering gardens.\"<\/p>\n
But what does \"smaller\" mean? Several of Boutique Lodging
\nInternational's listings include properties of 150 rooms or more.<\/p>\n
In their article Select Stay in the January 16, 2002 issue of
\nMalaysian Business, authors Erik van Keulen, Hubert Viriot and
\nBrian Koh acknowledge that the exact definition of boutique
\nhotels is subjective, but they aver that they \"must have a
\ndefined and expressed theme. Style, distinction, warmth and
\nintimacy are key words in the architecture and design of boutique
\nhotels,\" they say.<\/p>\n
And does size matter? The authors state: \"Most boutique hotel
\nspecialists insist they are properties that do not exceed 150
\nrooms...\" Then they add another new factor, \"...which have
\nlimited but quality food and beverage facilities that enable
\nhotel guests to experience a close connection to members of the
\nhotel staff.\"<\/p>\n
The article proceeds to list Asian boutique hotels in two
\ncategories, based on location type. In the \"City Boutique Hotel\"
\ncategory are the 100-room Darmawangsa in Jakarta -- a lush,
\nmodern \"design focused\" hotel -- and the 32-room Strand in
\nYangon, Myanmar, built by the same family as Singapore's Raffles
\nand Surabaya's Majapahit. Two very different hotel styles.<\/p>\n
A third type, the Amandari, Amankila and Amanusa -- all
\nlocated in Bali and all with fewer than 40 rooms -- are shown as
\n\"Resort Boutique Hotels\". Granted, all are unique. But does that
\nmake them boutique hotels, or do the Darmawangsa and Aman
\nproperties fall within another new category: \"Exotic Hotels\", and
\nare the Strand, Raffles and Majapahit \"Grand Hotels\", as they've
\noften been described?<\/p>\n
With so many options to choose from in attempting to define
\nboutique hotels, one begins to wonder if the exact definition
\nreally matters. What's important is that you don't pay for
\nwhatever your concept of a boutique hotel is and end up staying
\nin a guesthouse. The answer, then, must be: research, research,
\nresearch before booking. Visit websites specializing in boutique
\nhotels, talk to friends who enjoy staying in them, study
\nbrochures and ask questions.<\/p>\n
Once you arrive, relax and enjoy. Long live one-of-a-kind
\nhotels, whatever they're called.<\/p>",
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