Chain Boutique Hotels versus Independent

Realizing that their existing brands were not tapping into a lucrative segment of the market of the traveller who is looking for individual flair and stylish sophistication; hotel chains such as Intercontinental Hotels Group, Starwood, Hyatt, and others looked to develop brands that would appeal to the young urban professional, and double income no kids crowd. Many people in this target audience have to travel for work, and their companies have had long-standing relationships with the major hotel brands, often with negotiated rates and discounts. As a result, they are often put up in the run-of-the-mill properties on their corporate trips. Having become disenfranchised with this “style” of hotel, these travellers have created their own market segment for when they are on holiday and are seeking a retreat and break from the mundane nature of their work. When on vacation, often the last thing you want to be reminded of, or feel like is work.
This desire to break from the mold has led to a number of small, independent hotels being able to thrive and tap in to this desire. Quaint, idyllic settings and personalized service set these properties apart from their mega-hotel counterparts. Realizing that they were losing out on a market segment, and an opportunity to allow travellers to redeem their earned loyalty rewards points, the big hotel chains have developed their own brands to appeal to these travellers.
Whilst an attempt is made to create a unique product, the thing that the big hotels do still lack is a personal touch and sense of individuality. For the traveller who cares more about the destination, and doesn’t spend much time in the hotel, regardless, these brands can offer a nice balance of unique flair and manicured luxury. But when it comes down to the truly personal touch, independently run, small hotels definitely win out; but be prepared to pay a little more for the privilege.