Sizing up what makes a true boutique hotel

Sizing up what makes a true boutique hotel

Linda Hoffman, Contributor, Yogyakarta

Boutique hotels -- or establishments labeling themselves as such
-- are now popping up throughout Asia. A recent visit to a new
one, which turned out to be more of a guesthouse with a really
nice restaurant, made those of us dining there wonder about the
real definition of a boutique hotel.

In the early 1980s, European and American entrepreneurs
recognized a new travel trend. They saw a growing niche of people
who sought out unusual accommodations and were willing to pay
slightly higher prices to stay in them. Many of the early
boutique hotels were in historic buildings, and differed from bed
and breakfast inns by offering full restaurant and bar service.

They concentrated on welcoming guests and making them feel at
home. The concept took hold and now there are boutique hotels by
the sea, in the countryside and in city centers. Some are in old
buildings; some in new. In fact, there is such a growing variety
of boutique hotels that defining them is increasingly difficult.
The only factor that seems to be consistent is that each hotel is
unique. No two are alike.

It doesn't take a marketing specialist to determine that there
are many kinds of travelers around the globe. People-watching at
tourist attractions reveals folks wearing all sorts of clothing,
photographing contrasting angles of the same monument, and
purchasing disparate souvenirs. It's a pretty sure bet that they
have variant ideas of where they should lay their weary heads at
the end of the day, too.

Take backpackers, for example. Most are on limited budgets
because their sojourns are longer. They often visit remote
regions where fancy accommodations are not available and are
generally happy with a cheap place that has clean sheets, a place
to bathe and a hot meal.

At the opposite end of the spectrum are those who don't bat an
eye at costs. They go for total indulgence and don't mind paying
big prices to be treated like royalty when they travel.

In between those two categories are businesspeople, many of
whom prefer ensconcing themselves in the familiarities of
international chain hotels. They don't need the unexpected where
their bathing, sleeping and eating quarters are concerned. They
need reliability, convenience and amenities at their fingertips
to ready themselves for facing the workaday world relatively
hassle-free upon awaking.

There are also vacationers who want a closer look at local
culture. They like being welcomed into someone's home and being
part of a family for a little while, so are drawn to small,
family-run establishments.

While boutique hotel aficionados may not be able to precisely
define what makes their favorite places "boutique", most agree
they should be "small" (although what "small" means is a matter
of opinion), have a unique ambiance, and above all, offer
personalized service.

General manager of Saphir Hotel Yogyakarta Andrew Gall was
born in Scotland and trained and worked in England before
continuing his career in Asia. His perception of accommodations
ranges from castles, to quaint country inns, to international
chain hotels.

"Personal service is a key factor in defining boutique hotels;
therefore, I believe they must be small," Gall said. Large hotels
simply cannot provide the same individualized service. Boutique
hotels should also be eclectic, meaning they differ from the
standard layouts and decors of large hotels. Each boutique hotel
should be unique in some way."

While many Indonesians are still unfamiliar with the term
"boutique hotel", the Dusun Jogja Village Inn in Yogyakarta is to
many Western tastes one that fulfills all the basic criteria and
then some. Located well away from the hubbub of one of the
country's major tourist destination cities, it's delightfully
small with only 24 rooms, and has a lobby cozy enough to be
someone's private living room.

Staff members remember you even if you haven't been there in a
while; they're warm and friendly, but never intrusive. From the
moment visitors enter, passing the soothing sounds of a water
fountain surrounded by lush gardens, the stress of traffic noises
and daily life evaporate. You know immediately that you're
entering an oasis of tranquility.

Marketing manager Ruby M. Aries describes his concept of
boutique hotels without hesitation.

"We offer a relaxing atmosphere and individualized service,"
he said. "Modern life is stressful, and one of the roles of a
vacation is to help people become human again. So we've created
an environment that's refreshing, not only to the mind and body
but also to the soul."

All of the hotel's rooms have terraces or balconies
overlooking a soothing saltwater swimming pool surrounded by
verdant tropical plants. Even though the total garden area is
relatively small, tucked among the greenery are little nooks and
crannies where guests can sit and read, talk privately, enjoy a
drink or a meal, or simply reflect.

"Another thing boutique hotels should do," according to Ruby,
"is to blend in with the surrounding community."

Taking this to heart, its rooms are decorated in a
contemporary version of an age gone by. The colorful tiles on the
floors are reproductions of ones made during the Dutch colonial
era and are still manufactured in Yogyakarta today.

The uncluttered elegance of the decorating scheme and its
soothing colors of gold and green evoke an uncrowded feeling.
Large glass doors in each room open into the gardens, welcoming
the plants indoors as if they were part of the decor.

By contrast, one of the main attractions of the modern high-
rise 86-room Silom Serene Boutique Hotel in Bangkok is its prime
location in the central business district. Tucked away on a quiet
street only one block off busy Silom Road, it provides easy
access to businesses and major tourist attractions, leaving
behind the bustle and noise of Bangkok.

Its major clientele are businesspeople, not tourists, many of
whom return time after time. What makes it a boutique hotel?

According to assistant director of sales & marketing Monkorn
Usavakul, "It's the desire of the staff to fulfill our guests'
needs for personal recognition, prestige and comfort. We also
convey a sense of exclusivity and offer a high ratio of quality
and value."

The Singapore Tourism Board says boutique hotels usually have
80 rooms or less and are "design-focused", i.e. heritage sites or
structures filled with modern designer furnishings. By including
"modern designer furnishings", a new depth is added to the
growing definition.

Boutique Lodging International, an online network of boutique
lodgings worldwide, says on its website: "...boutique
properties...have an appreciation for travelers in search of
comfort, service, value and style." Its founder, Bill Kimpton, is
quoted as saying boutique hotels are "...usually a little
smaller, so the staff has the time to cater to guests' needs, and
each...has an incomparable personality and style. It may be set
in a beautifully renovated historic building or a romantic
beachside villa with flowering gardens."

But what does "smaller" mean? Several of Boutique Lodging
International's listings include properties of 150 rooms or more.

In their article Select Stay in the January 16, 2002 issue of
Malaysian Business, authors Erik van Keulen, Hubert Viriot and
Brian Koh acknowledge that the exact definition of boutique
hotels is subjective, but they aver that they "must have a
defined and expressed theme. Style, distinction, warmth and
intimacy are key words in the architecture and design of boutique
hotels," they say.

And does size matter? The authors state: "Most boutique hotel
specialists insist they are properties that do not exceed 150
rooms..." Then they add another new factor, "...which have
limited but quality food and beverage facilities that enable
hotel guests to experience a close connection to members of the
hotel staff."

The article proceeds to list Asian boutique hotels in two
categories, based on location type. In the "City Boutique Hotel"
category are the 100-room Darmawangsa in Jakarta -- a lush,
modern "design focused" hotel -- and the 32-room Strand in
Yangon, Myanmar, built by the same family as Singapore's Raffles
and Surabaya's Majapahit. Two very different hotel styles.

A third type, the Amandari, Amankila and Amanusa -- all
located in Bali and all with fewer than 40 rooms -- are shown as
"Resort Boutique Hotels". Granted, all are unique. But does that
make them boutique hotels, or do the Darmawangsa and Aman
properties fall within another new category: "Exotic Hotels", and
are the Strand, Raffles and Majapahit "Grand Hotels", as they've
often been described?

With so many options to choose from in attempting to define
boutique hotels, one begins to wonder if the exact definition
really matters. What's important is that you don't pay for
whatever your concept of a boutique hotel is and end up staying
in a guesthouse. The answer, then, must be: research, research,
research before booking. Visit websites specializing in boutique
hotels, talk to friends who enjoy staying in them, study
brochures and ask questions.

Once you arrive, relax and enjoy. Long live one-of-a-kind
hotels, whatever they're called.