boutique hotel

Курсовая выполнена на английском языке. Посвящена теме бутик-отелей.
Бутик-отель (англ. boutique hotel) — вид отелей, первоначально появившихся в Северной Америке и Великобритании; представляет собой небольшой отель обычно от 10 до 100 номеров в уникальном оформлении каждого из номеров.

Boutique hotels began appearing in the 1980s in major cities like London, New York, and San Francisco [4]. The term was coined by Steve Rubell in 1984 when he compared the Morgans Hotel, the first hotel he and Ian Schrager owned, to a boutique. ...

Introduction ……………………………………………………………………….. 3
Chapter 1. The boutique hotel and its features ……………………………………6
1.1. The term “boutique hotel” ……………………………………………6
1.2. The distinctive features of boutique hotels from standard concepts of the hotel ………………………………………………………………………. 8
Chapter 2. Boutique hotels as a modern form of individualization of the hotel business …………………………………………………………………………….14
2.1. The concept of boutique hotels' individualization …………………..14
2.2. Features of management in boutique hotels ……………………….. 17
Chapter 3. The economic performance of boutique hotels ……………………… 19
3.1. The niche - boutique hotels ………………………………………….19
3.2. The cost-effectiveness and profitability of boutique hotels ………… 21
Conclusion ……………………………………………………………………….... 24
References …………………………………………………………………………. 26
Appendix 1………………………………………………………………………… 27

The goal of this work is to examine the boutique hotel as a form of individualization of the hotel business.
To achieve this goal the following tasks were set:
 to point out the features of the boutique hotel;
 to reflect the distinctive features of boutique hotels from standard concepts of the hotel;
 to analyze the concept of individualization of the boutique hotels;
 to denote the economic profitability of the boutique hotels.

Examples of no-doubt-about-it boutique hotels:Thompson Hotel Toronto, a cutting-edge hotel in a forward-looking city, with a handsome, happening crowd.Mexico City's lively Condesa DF, whose rooftop lounge is one of the hippest hangouts in this going-out town.Buddha Bar Hotel Prague, a 39-room hotel run by the global music club name, with see-and-be-seen restaurant and bars.Elma Arts Complex Hotel in Zichron Ya'akov, an Israeli arts village, has its own state-of-the-art theater.A Boutique Hotel Has Modern or Designer Decor with a Quirky Touch Décor in a boutique hotel is modern, often cutting-edge. Their style runs toward sleek materials and stark palettes with bold color splashes. Fussy furnishings like chintz, brocade, tassels, and swags are not boutique-hotel hallmarks. Some chic boutiques:W St. Petersburg Hotel in Russia, whose fantasy décor resembles a space-age disco.Vila Joya in the Algarve region of Portugal, with Buddhist art and Asian motifs in its 18 all-different rooms.The Crawford Hotel shares a vintage-meets-trendy attitude with its setting, Denver's Union Station, a mecca for foodies.A Boutique Hotel Usually Has a Bull's-Eye Urban Setting Often, the small size of an urban boutique hotel affords it a chi-chi, dead-center location in the heart of town. The hotel's buzzy boutique ambiance feels just right in its lively location [6].Hotel48 Lex, a small, all-suites hotel, sits steps from Grand Central in midtown Manhattan, NYC.The Scarlet Huntington perches on tony Nob Hill in San Francisco.With 75 fashion-forward rooms, Quirk Hotel is the belle of the ball in Richmond, Virginia, the South's latest style destination.Some Boutique Hotels are Sophisticated Country Inns A small town is upscale if it houses a fine boutique hotel, for axample:Palazzo Margherita (shown) in sleepy Basilicata in southern Italy, one of director-winemaker Francis Ford Coppola's Coppolaresorts, is a 1904 mansion imaginatively updated by designer Jacques Grange.In rustic-chic Sonoma County, California, The Inn at Occidental, a Victorian manse with 16 artfully eclectic rooms, is considered one of the Golden State's best small hotels.A Boutique Hotel Is Rich in Local Flavor Often, a boutique hotel conveys a strong sense of place. with a look that reflects the location's heritage. For example:The Jefferson, an elegant property in Washington, D.C., is dedicated to bon vivant and third U.S. President Thomas Jefferson, with the kind of French furniture and Madeira winee he collected [6].Accommodations at Esencia in the Riviera Maya, Mexico, combine all-white minimalism with bright Mayan weavings and rugs.Bela Vista Hotel on Portugal's Algarve coast is a castle-like mansion with rooms done in sunny Iberian blue and yellow.Auberge St-Antoine on the St. Lawrence riverfront in Quebec City, Canada, displays artifacts discovered when it was built.A Boutique Hotel Offers Ultra-Personal Service And a good boutique hotel makes exceptional, personal, five-star hospitality service its mission. For example:At Phulay Bay Ritz-Carlton Reserve in Thailand, every suite's private butlers is part personal assistant, part ladies' maid or valet.At Rosewood Inn of the Anasazi in Santa Fe, New Mexico, staffers know your name and hometown, and ply you with fresh-baked cookies.A Boutique Hotel Is Eccentric, with a Sense of Humor Boutique hotels express their personalities in humorous, mildly rebellious room details and guest programs [6]. A boutique hotel can surprise and delight guests with winsome touches: a tiger-shaped faux-fur rug before the fireplace; a chocolate treat shaped like your first initial; your own (and not very corporate) temporary business cards. For example:At Viceroy Riviera Maya in Mexico, a mock-serious "soap butler" comes to your room to slice you a bar of soap in fragrances like margarita or copal wood.A Swede owns The Maidstone in East Hampton, New York, where every guest room offers Swedish wooden clogs for your ABBA karaoke moment.A Boutique Hotel Focuses on F&B (Food & Beverage) You can count on a boutique hotel to house an outstanding restaurants and bar that draw a city-wide crowd. Often, the hotel boasts a celebrity-chef eatery in its lobby. And just as frequently, it offers a stylish bar or lounge with a delectable modern cocktail menu. For example:Rancho Valencia, a fashionable Relais & Chateaux near San Diego, draws non-guests to its stylish restaurants (shown).In Spain's Ribera del Duero wine country, the 30-room Abadia Retuerta Le Domaine offers its own delicious wines and Michelin dining.Many Bahamians feel that their country's best restaurant is at Graycliff, a pirate's mansion turned boutique hotel.A Boutique Hotel is Often Furry, Furry Pet-Friendly Boutique hotels tend to have fewer rules and restrictions than bigger, more conventional hotels. Many, perhaps most, boutique hotels are very pet-friendly, welcoming your furry friend. For example:Hotel Gault in Montreal, Canada not only welcomes dogs and cats, but will set up a tray with crunchy food, mineral water, and treats [6].Las Alamandas on Mexico's Pacific Coast offers stables for your horse. At the end, we can make a conclusion, that these advantages distinguish this type of a hotel among others. Chapter 2. Boutique hotels as a modern form of individualization of the hotel business2.1. The concept of boutique hotels' individualization The concept of Boutique hotels/Design hotels has spread in the world. In such country as Spain, also in Southeast Asia in Thailand - there has been a rapid growth in the number of Boutique hotels, especially in resort areas like Phuket and Hua-Heung. In other cities in which Boutique and Design hotels are becoming increasingly popular include Bangkok, Singapore and Hong Kong. Boutique hotels are emerging in places such as Indonesia, mainland China, Iceland, Peru, Turkey - this clearly demonstrates that the concept of Boutique hotels/Design hotels overcame the scope of the typical design capitals of the world and enters new markets [7]. There is a new group of guests who yearn for a more individualized hotel. The hotel operators, in their turn, and developers are creating new brands or working in partnership with well-known brands to distinguish themselves from competitors [7]. In the 1980-ies and 90-ies the customers of large networks required a consistently high level of service where they were sitting. The hotel industry responded this by creating the same type of standardized hotels, equally comfortable in any part of the world. But though many travellers, especially businessmen, still needed just standard clean rooms with comfortable bed and quality service, so appeared a group of supporters of niche, that seek a more individualized approach. In response to this trend there was the boom of boutique hotels - design-focused, strive to be unlike most. The problem is that the time has come when so many designer hotels became a standard, so operators were forced again to find a way to stand out. So the hoteliers came to the conclusion that a good way to stand out is to work with established brand names. With those that do not follow trends, but create them. Brands that directly attract the correct target market without having to invest millions on an advertising campaign. Hotel companies began to interact with famous brands of the fashion world [7]. The first timid attempts hoteliers have started to do about 10 years ago. Hotel operators just created in the designer hotel “Bulgari luxury” or “luxury Ferragamo” and comfortable bathroom equipment of famous manufacturers was added to this. And after some time some hotel operators decided to open the hotel, which was completely dedicated to one brand. Missoni and Bulgari — one of the titans of the fashion and luxury goods, which compete with leading hotel operators, with Rezidor and the Ritz-Carlton, respectively. From a marketing point of view, this is the perfect win-win situation for the hotel operators and designers. The clients are ready to pay more for the name and design of the hotel from Bulgari. Such hotels also have a great advertising platform of the brand among a niche audience. They have a unique opportunity to advertise their brand among residents, among other customers, who appreciate fashion and design, bars, restaurants, cafes and Spa. Not all famous designers are working with major hotel companies, some work independently. Among the first designers to use their brand beyond the catwalk was Versace, who opened the “Palazzo Versace” in Australia. Other celebrities chose the subtle approach, for example the hotel of Ferragamo named “Lugarno Hotels”, leaving behind the scenes of the parent brand. Other designers, such as Armani, decided to work together with developers, in the case of Emaar, and they jointly develop the brand - Armani Hotel and Residences. Today's designers — the only one who gives their names to hotels. Other celebrities have also come into play. Recently Jay-Z has invested in hotel real estate - “J Hotels”, the first was opened in New York. Retail companies almost definitely came to the hotel sector. Golden Tulip and IKEA jointly build and create design “Tulip Inn”, which is expected to open at the end of this year. The hotel belongs to the IKEA Systems. At present this is the only project, but the company intend to develop this initiative and to find new opportunities of strategic cooperation. Scandic with the IKEA cooperation designs a hotel in Moscow, owned by IKEA, but under the guidance of Scandic. The airline easy Jet, which worked very successfully in other service industries, also plans to open branded easy Hotels in the middle East, with the price only $ 30 per night [7]. The output of well-known brands in the hotel market is justified. The idea of each brand is quite clear. The brand “easy Jet” offers "hotels with no-frills at the lowest possible prices with the pricing based on demand and product offerings". IKEA — "offers hotel with a beautiful design at the most competitive prices". Armani promises "elegance, luxury and style". Except this, these brands have a base of loyal customers, which are likely to be interested in their hotels. So, we can conclude, that almost every boutique hotel is an employee and representative of some famous brand, and it affects the terms, prices and fame of this place.2.2. Features of management in boutique hotels In the hotels of a segment "luxury", the staff must be not just the best but exclusive. They recruit top-notch professionals, but concerning the fact that a boutique hotel is usually a small hotel, the personal qualities of working staff in this hotel become more important than professional skills. Hospitality industry, like any other industry, is experiencing staff shortages. The honesty and loyalty of employees are valued on a level with professionalism. Undoubtedly, the task of "providing exclusive service" is often contrary to the goal of profit maximization. Maybe because around the world the boutique hotel – is rather the image than the component business of its owner. Typically, boutique hotels are not included in the network as it is executed on the individual project and unique in its kind. However, today the situation has changed, the data segment of the market is booming, the highest standards of service are forced to create a network of boutiques managed by professional management companies. Such networks usually are not combined under a single brand, and retain its name and identity. The management company has within its staff: managers, hotel engineers, marketers, financial analysts, who increase the efficiency and profitability of hotels, introducing single service standards, training staff, optimizing costs and ensuring the functioning of the object [7]. So we can conclude that the main qualities for the personnel of the boutique hotel include:quick serviceaccuracy of order executionunderstanding of the fact that foremost is the desire of the visitorfriendliness and courtesythe sense of humor in special situationscareconfidentiality of informationknowledge of the work: any employee need to know the hotel facilities, opening hours and general information [8]patienceresponsibilityChapter 3. The economic performance of boutique hotels3.1. The niche - boutique hotels Boutique hotels rather specific segment, so their number in the capital and in other cities of the country is negligible and will start to grow only after the saturation of the market by conventional hotels. Some experts see the new format as an alternative to traditional chain hotels. Whatever you say, and "minion" is a niche product, which is difficult to attribute to any particular type of property [7]. The difference of boutique hotels from regular hotels is due, as it was mentioned before, with its location. In resort areas these hotels are built only on the first line of the sea. They should be located where there is demand for rooms in higher price categories. Naturally, the monuments of architecture in this sense is beyond competition. However, the world practice has experience in the successful construction of new boutique hotels in most popular historical places and leisure travellers. A striking example — “Sandersdon” in London. All understandable: as a boutique hotel optimizes its economic performance by increasing the cost of the hotel rooms, the facility should be located where there is a demand for expensive real estate. Although in some cases the originality of the product can attract not less than advantageous location. Similar examples are found on the territory of Russia. For example, in Sochi the boutique hotel placed in a three-storey house, which was built in the middle of the last century in the neoclassical style. This Soviet-era building looks like a Russian mansion. According to the Department of research and analysis of the “Premium” company, the hotels of a segment “boutique hotel” must have a special, peculiar only to them the features. In addition to historical value and unique architecture of the house, there must be also a gorgeous design, top class service, relaxed atmosphere, a limited set of additional services, as well as a small number of rooms. All these advantages and features boutiques from ordinary hotels [7]. By the way, with a minimum number of rooms, the size of a hotel can be very different — from one memorial apartment in a residential building to the castle. This testifies the exclusivity of each project once again. For example, in the West, especially in Germany, England, France and even Latvia, quite a lot of castles-hotels, where tend to stay wealthy clients. In Russia, in the last century, were erected, as a rule, other structures. But this does not mean that there are none at all on its territory. Today, for example, developers are considering the possibility to restore the castles in Vyborg or in Kaliningrad. 3.2. The cost-effectiveness and profitability of boutique hotels Boutique hotels have become a very fashionable trend in the hotel industry. Investors want to build them, travelers want to stop there, and the reviewers travel news extol their virtues. But how popular are they among the owners? What is the rate of a profit of such a hotel type in comparison with others? To answer the question, how popular are they among the owners, we can refer to the analysis of revenues, expenses and profitability of the group's boutique hotels of a company- PKF Hospitality Research (PKF-HR), which offered its annual reporting to the annual survey of trends in the hotel industry. Only hotels that provided data for all years from 2010 to 2014 (latest data available) participated in the sample.