As travelers seek more unique experiences, the boutique segment, comprised of independents and soft brands, has radically expanded, and now represents the fastest growing segment in the industry. Boutique hotel development has grown 7% annually (compared to a 1.8% annual growth rate for the hospitality industry as a whole) and room revenues for boutique hotels increased at 5% year over year in 2017.
To aid boutique hoteliers in understanding the needs and preferences of their guests during this time of increased competition, The Guestbook set out to learn more about the discriminating travelers who prefer unique hotel experiences. We call them “Boutique Aficionados.”
First, we need to understand why Boutique Aficionados go on vacation. What are they seeking in their time away from their homes and their jobs? Overwhelmingly, this group wants to learn and experience new things (36%) while also enjoying new food (17%) and undergoing a transformation (16%). Interestingly, Baby Boomers aged 65 and over were the cohort who most preferred to be the first to try a new destination (23%), and those aged 50-65 had the highest preference for being physically challenged during a vacation (10%).
The Guestbook’s new white paper, “Understanding Boutique Aficionados,” is available now and can be downloaded here.
