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.