The term “boutique” has become increasingly popular among hotels worldwide, but what does it really mean? If you’re picturing a trendy new French hotel chain, or perhaps a place where you can buy the latest Dior bag at the reception, think again.
Boutique hotels are thought to have originated in the early 1980s. Two of the first examples opened in 1981: The Blakes Hotel in South Kensington, London, designed by famous stylist Anouska Hempel, and The Bedford in Union Square, San Francisco, which later became part of the Kimpton Group, a leading name in the boutique hotel industry. Then, in 1984, Ian Schrager introduced his first boutique hotel, the Morgans Hotel in New York City’s Murray Hill, with a design by French stylist Andrée Putnam.
The “boutique” concept is less a hotel category and more a luxurious movement that redefined hospitality. It began in the vibrant hearts of iconic cities like London and New York, where small, independent hotels set out to break away from the uniformity of large chains. These pioneers crafted chic, stylish sanctuaries with intimate, personalised service, catering to guests who sought more than just a place to sleep—they wanted an experience. Little did they know, their bold vision would spark a revolution in luxury travel, inspiring countless others to follow in their footsteps over the decades.
While there aren’t strict rules for what makes a hotel “boutique,” there are some common features:
- Fewer than 100 rooms, offering a personalised, intimate luxury experience.
- Independent or part of an exclusive, boutique-only chain.
- Prime locations in city centres or trendy, upscale neighbourhoods.
- Expect elegant, one-of-a-kind decor paired with cutting-edge technology.
- Reflects the local culture, often featuring gourmet cuisine with local ingredients.
- More than just accommodations—stylish lobbies, restaurants, and bars are vibrant social hotspots.
- Celebrity chefs and curated dining experiences are common features.
This trend has been so successful that even major hotel chains have introduced their own “boutique” brands, like “W” and “Aloft” by Starwood or “Indigo” by InterContinental Hotels Group.
Design Hotels, a company that represents some of the world’s coolest boutique hotels, is a great example of how popular this movement has become.
