We’ve been keeping quite busy here at BLLA!

Our first exciting update comes to you from the infamous Las Vegas Strip! We are up front and center here at the BLLA Booth and will be here until Thursday the 17th! So stop by and say hello. You won’t miss us!

The HD Expo is the premier trade show for the hospitality design industry bringing together over 900 exhibitors and over 7,000 attendees to Las Vegas each May. Presented byHospitality Design magazine, the show is at the forefront of offering the newest and most innovative products and services, encouraging and sharing ideas, providing inspiration and connecting the industry.

BLLA Founder, Frances Kiradjian

We have a shared space with Americhip, the inventors of Video in Print®,  is the innovative mind behind Multisensory advertising technologies. Their beautiful video displays are definitely a sight to see and we are so happy to be here alongside one of our own members!

Beautiful display by Americhip

There’s been plenty of research showing that free (or inexpensive) WIFI use throughout the hotel is quickly becoming an expectation of travelers – business or leisure, but now even that is no longer enough.

Take the Andaz Hotel in West Hollywood – where guests register on an iPAD tablet and are offered free WIFI, communal tables and a lobby reminiscent of a coffee shop.

But many boutiques nowadays deem this is not enough. Enter the High-Tech Hotel – where the guest can literally control their entire experience. iPads in the room can control the temperature of the room, order room service, set mood lighting (both color and brightness), and even smells in some places.

(See Citizen M, Amsterdam – where every room comes with a Moodpad, or Eccleston Square in London, where every room comes with an iPad and each room comes with a 3-D TV).

And this should not come as a surprise. The travellers seeking out boutique hotels are tech-savvy, wealthy, connected, busy, and seek their fun by searching for it on the Internet. How has your hotel anticipated this trend? How do boutiques that have built their guest experience around their heritage or historical property seamlessly blend this overwhelmingly modern/futuristic technology without compromising their brand?

Boutiques have a great opportunity to shed their “business centers” and blend internet and technology in with their style – not only to serve the business needs of their guests, but add to the experience. Technology is more adaptable now than ever, and you can use its infinite possibilities to put a creative spin on your guest experience.

Check out this article that lists the World’s Most Tech-Savvy Boutique Hotels by Courtney Boyd Myers. And please, do let us know: What is the most “tech-savvy” boutique hotel you’ve stayed in?

Happy Savvy-Sharing

the BLLA-gger

We are so proud to be supporting Clean the World at our International Symposium in Los Angeles this October!

Clean the World has a mission to collect, recycle and distribute hotel soaps to people who need it most to improve hygiene, sanitation and living conditions worldwide. Because soap saves lives. Read more about how Clean the World is bringing new sustainable and socially responsible practices and products to the global hospitality industry and SAVE THE DATE October 22-24, 2012 for the International Boutique Lifestyle Leadership Symposium.

We are so INSPIRED and hope you are too!

Happy Weekend!

But don’t stop there! Boutiques should surprise and even disrupt* their guest’s stay with a surprising and fun experience.

*(We’re using disrupt in a positive way here – don’t throw ice water on your guests in the middle of the night).

Our goals should be to build loyalty and increase the word-of-mouth. We want guests to use ALL CAPS to describe how incredible their experiences at our hotels were.

Here are a few examples:

1)   BANKSY HOTEL HEIST

You may have heard about this one.   ART-SERIES hotels in Australia are a series of three art-themed boutique hotels. Between December 15^th, 2011 and January 15^th, 2012, the hotels offered guests the opportunity to steal a Banksy original painting from one of their three hotels. If they stole the painting – they got to keep it.

It created an incredible storm of publicity for the hotel. People made cunning and hilarious attempts (even tennis star Serena Williams made an attempt). One intelligent guest walked away with a $15,000 Banksy painting, and had a great story to tell.

2)   GAYLORD HOTELS TIES UP WITH DREAMWORKS

The Tennessee hotel company tied up with Dreamworks pictures to have some characters from its films like Shrek, Kung Fu Panda, and Madagascar, to interact and visit hotel guests around their hotels – during breakfast, at the poolside, etc. Imagine how exciting it would be to have a visit by your favorite animated character during your hotel stay?

So get creative. Teach your entire staff magic to surprise guests at every corner. Encourage guests to destroy a part of the hotel. Instead of hiring a painter to paint the walls in your rooms, have the guests paint whatever they want on their own.  The word-of-mouth and memorable benefits of these types of experiences far outweigh your costs of implementing them. The possibilities to surprise guests are endless – and only possible at a boutique hotel.

And keep us posted on any crazy things you decide to do!

As you can see from our last few posts, we have been spending some time on definitions.

The boutique hotel segment of the industry is in a state of flux – it continues to grow and evolve.  And so, naturally, people are looking for a reliable and rooted source of information – information that defines and sets standards. Enter our 1st White Paper on the Definition of Boutique & Lifestyle, where we have laid out the groundwork for exactly that.

Our founder and chair, Frances Kiradjian, was recently interviewed in this special report by Michael Andre Adams (see below). Independent Thinking is an exploration of the opinions of industry professionals regarding the changing platform of hotels that call themselves “boutique”, the alliances that are being formed between these properties, and whether or not they are staying true to the definition of what truly is a boutique hotel.

Well, what is a boutique hotel anyway? Boutique hotels are CUIP (Yes, there is the acronym for you). Customized. Unique. Individual. Personalized.

Kiradjian also adds: ”The most important defining features of boutique hotels are cultural and historical authenticity and that it provides interesting, unique services. Other important defining descriptors of boutique hotels include social spaces such as living rooms, libraries with social rooms and many high quality in-room features.”

After covering definitions relevant to the industry, the report continues to examine how boutique hotels and independent hotels are looking into opportunities to enter into groups and alliances with bigger brands and how staying truly independent and maintaining that special identity can become a challenge, but ultimately makes all the difference. Simply put, it’s about having the WOW factor.The WOW factor is an important part of the experience. It’s also attractive – hotels want to have it, and guests want to experience it. So, we ask ourselves, if you have the WOW, does size really matter? How much more important is the experience versus the size?

Continue reading this special report below while you enjoy some independent thinking of your own.

Note:  BLLA’s 1st White Paper on the Definition of Boutique & Lifestyle is being released shortly.  Request a copy here:  http://www.cvent.com/d/mcqkzg

In a recent interview in Travel Weekly, Danny King, notes Ian Schrager (whom he refers to as a “pioneer of the boutique-hotel concept”) as saying the explosion of branded boutiques has led to the concept being “watered down”.

While undoubtedly a “pioneer” in the world of hospitality, I find Mr. Schrager’s description interesting.

If this were actually the case, and the “concept” has truly been “watered down”, has anyone considered the possibility that Mr. Schrager himself may actually be one of the key industry players who has opened up the spigot?  But maybe he realizes that and exactly what he means by “It’s a little like a Frankenstein monster “?

Consider Mr. Schrager’s own rise within the hospitality industry.

Ian Schrager

From his first start as an “independent” boutique hotel developer with the Morgan’s Hotel, he quickly moved into the arena of amassing an array, or “collection”, of boutique properties with Morgan’s Hotel Group. Fast forward his role in the industry a decade or so later, and consider his more recent involvement with Marriott’s Edition and with the new Public….. and consider how this influence directly contributes to the industry’s recent use of the term boutique “brand.”

So while once viewed solely as unique and interesting “independent” properties, the “boutique hotel” concept G R E W  to remain applicable to unique and interesting “collections” of properties. G R O W  the concept even further, and with the help of the concept’s “pioneer”,  and suddenly you see an onslaught of large industry players touting their own unique and interesting boutique “brands”.

But is G R O W I N G the definition truly the equivalent of it being “watered down”? Possibly—- but consider the fact that now just may be the time for the “concept” to evolve into a formidable force within the hospitality and time for it become a true segment of its own.

If in fact this is the case, can the “definition” not allow for boutique “Independents”, boutique “Collections”, and boutique “Brands”?

In the same interview, the ever savvy Mr. Schrager seems to try to differentiate (a cornerstone attribute of what it means to be boutique) himself from the industry powerhouse conglomerates and other high level executives looking to “cash-in” on the subject of “boutique” by stating,  “There are a lot of people who don’t understand it because they think it’s about design instead of attitude and approach,”

With full respect to Mr. Schrager’s experience and legendary vision……excuse me? Did he say “instead”? Does not design influence “attitude and approach”? And while “attitude and approach” are instrumental to defining this segment, I wonder where Philippe Starke weighs in on the subject of hotel design?

While the Boutique and Lifestyle Lodging association clearly recognizes the “definitions quandary” the industry has gotten itself into, does one necessarily need to use language such as “watered down”?

Is it not possible that what we are experiencing in the hospitality industry is simply more of a natural progression of particular segment? and a natural progression based upon changing consumer demands and corporate influence that invests where more money can be found ? Granted, it is “the new kid on the block” and time, and the school of hard knocks will shine the light on plenty of imposters,, but….

Is it not possible to accept a definition of “boutique” that has G R O W N without the need to consider it either “watered down” or “lacking in attitude and approach”.  Is it not possible for the definition, in the 2012 hospitality arena, to allow for a subdivision or an…

ACCEPTANCE  OF THE TERMS “Boutique Independents” , “Boutique Collections” and “Boutique Brands”?

And really…who are WE (as industry professionals”) to decide who should be allowed in or who should be excluded from the “boutique” club, when all that ULTIMATELY matters is what the GUEST wants out of his or her hotel experience and how he or she elects to pursue it?

And in addition to “attitude and approach” why shouldn’t we include zany concepts such as architecture, design, services, amenities, and our target market.

In the same way that the “cat is out of the bag”, “the fish is out of the bowl” in this instance, and as it relates to the boutique hotel…..there is plenty of ocean to go around,

Now with all that being said…… who is ready for the next generation of the “boutique hotel” and wants to take a crack at defining and differentiating what it means to be a “Lifestyle Hotel”?

BLLA, the First and Only Association Dedicated to Uniting the World’s Boutique And Lifestyle Properties, and its Advisory Board, mean to do just that…. and welcome Mr. Schrager to give us a hand.

The most important discussion was on hotel membership.  Boutique & lifestyle hotels only please.  The first White Paper in the industry will help distinguish and define the association’s criteria.  More on this shortly.  Keep telling us what you think boutique and lifestyle properties are defined as.

Shown here: Christophe Vielle, Johanne Brierre, Tim Dixon, Frances Kiradjian, Becka Chester, Nelson Migdal, Michelle Finn

We all banter around the definitions of boutique & lifestyle hotels.  At the Lifestyle Boutique Hotel Development Conference last week in Miami, BLLA Founder, Frances Kiradjian, was tasked with moderating a carefully chosen panel of hospitality executives and discussing this in great detail.

Throughout the conference, there were pros and cons of even discussing the words ’boutique’ and ‘lifestyle’ as they relate to hotels.  One poignant comment during the event lead to much deeper thinking about this.  We must be able to communicate in words to our guests and prospective customers exactly what their experience will be.  How better to paint a visual image than to describe the unique definitions themselves.

The association is completing a year long project which will result in a White Paper coming out very soon.  A brief interlude into what these industry thoughtleaders shared about the definitions are included in this presentation:  www.tinyurl.com/whatisbl

Subscribe to receive the White Paper:

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BLLA’s Founder, Frances Kiradjian, will lead a panel discussion at The Lifestyle Boutique Hotel Investment Conference at The Fontainebleau Hotel in Miami .  There is still time to register to attend.  The link is:  http://www.lifestyleboutiquelh.com/LBHD11/Public/Content.aspx?ID=1018676

Details of the panel:

Concurrent Breakout Sessions

What Is a Boutique or Lifestyle Hotel? (Splash 9-12)

Results of new research from BLLA delve into the definitions of boutique and lifestyle hotels. Panelists will also look at how hotels in the segment can differentiate themselves to guests and financing sources.

1. How do you position a Boutique for success?

2. Can a hotel be both “Boutique” and “Lifestyle”?

3. Do different financing sources view Boutique Hotels differently?

4. Describe key elements in your hotel which create a boutique experience?

5. How are customer expectations different in a boutique hotel?

6. How important are Marketing affiliations to a boutique hotel?

7. How important are customer reviews and how does the hotel manage that process?

PLEASE FEEL FREE TO COMMENT HERE ON YOUR OWN DEFITNIONS OF BOUTIQUE OR LIFESTYLE HOTELS.

2011 BOUTIQUE HOTEL OF THE YEAR:  The Iron Horse Hotel, Milwaukee, WI

2011 LIFESTYLE HOTEL OF THE YEAR:  The W Hotel & Residences, Hollywood, CA

2011 BOUTIQUE & LIFESTYLE HOTELIER OF THE YEAR:  Tim Dixon, Owner, The Iron Horse Hotel, Milwaukee, WI

AND NOW …… THE NOMINEES IN ORDER OF THEIR PLACEMENT:

BOUTIQUE HOTEL OF THE YEAR:

1st Place and WINNER of the 2011 Boutique Hotel of the Year Award is:  The Iron Horse Hotel, Milwaukee, WI, Tim Dixon, Owner

2nd Place – The Hotel Andaluz, Albuquerque, NM, Anna Anderson, General Manager

3rd Place The Jupiter Hotel, Portland, OR, Tod Breslau, Developer & Managing Partner

4TH Place – Hotel Renew, Honolulu, HI (accepting on their behalf, Elizabeth Fournier, friend of the Renew)

LIFESTYLE HOTEL OF THE YEAR:

1st Place and WINNER of the 2011 Lifestyle Hotel of the Year Award is:  The W Hotel & Residences Hollywood, Sharilyn Olson Rigdon, designstudio ltd

2nd Place – The Good Hotel San Francisco (accepting on their behalf, Ingrid Summerfield, Joie de Vivre)

3rd Place – The Westlake Village Inn, Westlake Village, CA, Skip Farriss, President

4th Place – The Surrey Hotel, New York, Kyle Rottet, Rottet Studios

BOUTIQUE & LIFESTYLE HOTELIER OF THE YEAR:

1st Place and WINNER of the 2011 Boutique & Lifestyle Hotelier of the Year Award is:  Tim Dixon, Owner, The Iron Horse Hotel, Milwaukee, WI

2nd Place – Richard Kessler, Owner & CEO, The Kessler Collection from Florida to New Mexico and inbetween (Mark Kessler accepting on behalf of his father)

3th Place – Andrea De Trinidad, General Manager, Mount View Hotel & Spa, Calistoga, CA

4rd Place – Joe Kurth, General Manager, The Pfister Hotel, Milwaukee, WI

A special thank you to our judges this year:
• Claudia Juestel, Principal, Adeeni Design Group
• Cheryl Paddock, Third Millennium Travel
• David Beedie, Travel Consultant, Ovation Corporate Travel
• David Schwartz, The Management Consortium, Inc.
• Ian Murray, Co-Founder, bigblueroad.com
• Mark Pratt, Vice President, VOA Architect
• Pedro Colaco, CEO, GuestCentric
• Ronit Copeland, CEO & Founder, Copeland Ltd.
• Stephen Robbins, CEO, Principia Hospitality
• Tiffany Topcik, V.P., Hickory Travel Group