Category: Boutique Hotels

A Look into the Future of the Boutique Hotel Industry

A Report by the Boutique & Lifestyle Lodging Association (BLLA)  BLLA_White-HiResWEB

Boutique Hotel Sentiment Survey Results

The Boutique & Lifestyle Lodging Association (BLLA) strives to be aware of upcoming trends in the boutique and luxury hotel industry, so that they can understand the thoughts and future plans of their member hotels. Things change very quickly in the world of luxury hotels, so this information is valuable for knowing what to expect in the future.

This report “A Look Into the Future of the Boutique Hotel Industry” reveals the responses to a research project that surveyed 55 different high end boutique and lifestyle hotels. The hotels were asked a series of questions about their plans for the near future and their opinions of the industry.

The James NY JIMMY-1The hoteliers were asked what their perception was of the biggest threats facing their hotel, including competition from other hotels, from AirBnB and other factors. They were also asked about their innovations for the future and the confidence they had for tackling future challenges.

The survey also covered the major areas of cost stress, including payroll, distribution and other cost pressures. The hoteliers were asked about the main areas in which they are investing their attention. Social media marketing was a popular response, but other areas of focus were revealed.

The report also looks into the way these hoteliers view the attributes of their hotel and their competition. The responses regarding sources of bookings are quite interesting and offer some insight into how these types of hotels operate. Within this study there is also information about the use of loyalty programs by these hotels.

the james ny 4The responses to the survey reveal many insightful trends relevant to the future of the boutique hotel industry. This report will go into greater detail analysing these responses, complete with charts to illustrate the trends. These responses and the ideas that they reveal paint a very interesting picture for the future of the boutique hotel industry.

The full report is available to BLLA members and participants of the Survey.

Email: to request a copy of the survey.  JOIN US at our upcoming conferences:
– New York, June 3, Boutique Hotel Investment Conference – CLICK HERE
– Los Angeles, October 21-23, Boutique Lifestyle Leadership Symposium – CLICK HERE

BLLA – Hotel Industry App

The Best Travel Apps on the Market

We take our smartphones along wherever we go these days, whether we’re at home or on vacation. Our phones have become a tool for so many things, why not put them to use while we’re traveling?

Our friends at Roomer Travel have put together this handy guide to some of the best apps for your smartphone that will take your next vacation to a whole new level!

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1. Seat Alerts by ExpertFlyer (Free on iOS and Android) – Do you have a preference for which seat you take while flying? Get back in control of where you sit with this great app. All you have to do is let it know which seat you want on your next flight and the app will let you know if and when that seat becomes available.

2. WalkJogRun GPS Running Routes ($4.99 on iOS) – So you love running and you hesitate to go on vacation because you’re afraid it will disrupt your routine? With this app you can stay in shape and keep up with your regimen. It finds the safest running routes in millions of cities all over the world and lets you choose your running level in order to give you the best results possible.

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3. Chefs Feed (Free on iOS and Android) – Don’t know where to eat when you go on vacation? Who better to trust than a group of chefs? Get reviews on local restaurants by top chefs from all around the U.S., Canada and London.

4. City Maps 2Go Pro Offline Maps ($2.99 on iOS and Android) – Gone are the days when you need an Internet connection on your smartphone in order to access maps. Offline maps help you navigate your way around a city without having to purchase expensive data packages.

5. Wikitude World Browser (Free on iOS and Android) – Ever wished you could just point to a building or monument and know all that there is to know about it? Well, now you can. With Wikitude Word Browser you can literally point your phone’s camera at a landmark to discover more information about it.

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6. Touchnote (Free on iOS and Android) – Nobody really sends postcards anymore, but what if you could send them straight from your phone? You can use Touchnote to create your own postcards to send your friends and family straight from your smartphone!

Checking into the Citizen M Hotel in Glasgow, Scotland

By Ariela Kiradjian

I am a student in hospitality and wanted to check out and check into one of the best small boutique brands in Europe to do a review of the property and also to see if my generation of traveler will buy into what it offers.

The Citizen M Hotel is located right in the center of Glasgow, Scotland. The hotel is just a couple minutes walk from Buchanan Street on the Style Mile, a fantastic mile of great shopping. It is also just a few steps from theatres and less than a half mile walk to the central train station.

London on a beautiful sunny day
London on a beautiful sunny day
The city has great underground service, so most attractions are easy to get to. As you walk into the Citizen M, you are greeted with a modern yet fun space as splashes of red contrasts the white interior. The hotel was created by the award winning Dutch Design Agency Concrete. When you walk up the winding staircase (or just take the elevator), you are automatically greeted by their extremely friendly staff.

Citizen M Hotel Glasgow room
Citizen M Hotel Glasgow room

To check in, you use their modern technology by being able to quickly check yourself in! The lobby lounge space has relaxing couches and chairs, big screen televisions, and even a big business center with iMacs. Spacious meeting rooms are also available. The hotel also offers food service with their canteen and bar, offering a great Scottish breakfast buffet, little bites all day long, and a full bar menu. All rooms are 14 square meters, have XL king size beds, ambient lighting technology, a wall to wall window, rain shower, Vitra design furniture, mood pad room control, free WIFI, free movies on demand, electronic climate control, LCD TV, in room safe, and international plug system for the US and EU standard and UK. All of the electronics are controlled on a Samsung pad. So that includes closing the blinds on the window, changing the mood lighting (so maybe going from purple to red), turning on the TV, adjusting the climate, and so on.

Beautiful Glasgow downtown
Beautiful Glasgow downtown

The bed is huge- and extremely comfortable! The shower is an experience it itself with two showerheads- one manual and one rain shower. You can even change the shower color to whatever you want! There’s also a hairdryer put under the sink. These rooms don’t cost much either, but you would never guess with all of its luxury aspects! What’s also great about this hotel is how well they treat their staff- you can tell because absolutely all staff members are always smiling!

Once you end your stay and check out, you are left with a friendly goodbye from everyone. What a great experience! And yes, my generation as well as my parents will be captivated by all this boutique hotel offers!

Citizen M Hotel welcome lobby
Citizen M Hotel welcome lobby
Citizen M Hotel Glasgow eating lounge
Citizen M Hotel Glasgow eating lounge
Historic Glasgow and yours truly!
Historic Glasgow and yours truly!
Hard Rock Cafe Glasgow

Website marketing for boutique hotels

Website marketing for boutique hotels

Does my hotel website even need to run PPC? In short, yes.

Our cannibalization between SEO & PPC.

Blog contribution from BLLA Inner Circle Club member, VIZERGY (Written by Bill Jefferson)

When running a paid campaign (as in pay-per-click advertising, or PPC), Vizergy often bids on terms that we rank well for naturally (from our search engine optimization, or SEO, efforts), and we may lose some natural traffic to paid traffic.  This phenomenon is referred to as “cannibalization.”  Because of this, some of our clients feel strongly that bidding on brand terms and terms they already rank naturally for is unnecessary.  But we’d like to dispel this notion.

What We Wanted to Know

Assumption: We don’t need to bid on brand terms (my hotel name) because someone looking for my hotel will find me anyway.

Proposal: Online Travel Agencies (OTAs) are bidding on your brand, so someone looking for your hotel may end up on the OTA website instead of your website. The best case scenario here would be that the shopper still books with your hotel, but it would be through the OTA, so you’re forced to pay a commission.  Worst case scenario, the shopper sees a better deal with another hotel on the OTA and doesn’t book with you at all.

70 % of people don’t know where they want to go when first looking into booking a trip. Source: Google/Ipsos MediaCT US, August 2013

Assumption: Bidding on terms that we already rank for in natural search is a waste of money.


  • Natural rankings can drop and fluctuate from time to time.  Then where will you be?
  • You aren’t the only hotel ranking in natural search, and paid search gives you more real estate on search engine results pages. The more real estate the better.

But instead of just telling you facts, we decided to test it.

What We Did

We picked a fairly new client, and with their permission, paused their paid campaign.  We didn’t look at any traffic data from before we paused the campaigns; we wanted to start fresh (and we didn’t want to get cold feet if/when we saw the traffic drop).

To prepare for the test, we allowed two weeks with no paid campaigns running while we built very specific campaigns.  The data collected in those two weeks provided a baseline – no paid traffic, all natural traffic.

We built one brand paid campaign and one non-brand paid campaign to run, and the non-brand campaign contained only high-traffic phrases (exact match) for which we ranked very high in natural search.

Part 1 – Running Non-Brand Terms Only in PPC

Running Non-Brand Terms Only in PPCAfter the two-week period of running no PPC ads to establish a baseline, we launched the non-brand campaign and let it run for two weeks.

We saw pretty much what we expected.  On average, the natural traffic went down a little over 3%, while the PPC campaign added almost 12% to our overall traffic.  Very impressive, considering the relatively low number of phrases for which we were bidding.

Part 2 – Running Brand Terms Only in PPC

Running Brand Terms Only in PPCWe then paused the non-brand campaign and waited a week to launch the brand campaign, to get back to the baseline. We then ran the brand campaign for two weeks. The results of Part 2 of the test surprised us greatly.  Any difference in natural traffic was negligible when compared to the baseline, but PPC added over 8% to the overall traffic.  After the two weeks, we paused the brand campaign for a week and then ran it again for a week, just to double check.  We saw the same results.

The Outcome

Google Carousel Search - Hotels in Atlanta Ga Bidding on brand appeared to take almost nothing away from natural search, while adding significant numbers to overall website traffic.  So we started digging into why this might be.

The culprit turned out to be a combination of the Google Carousel and OTAs.

What we found was, when a shopper does a non-brand search (like “hotels in Atlanta”), the hotel appears in the Google Carousel.  When the shopper clicks that listing, instead of being taken to the hotel website or Google+ listing, Google automatically does a SECOND SEARCH.  This second search automatically runs a brand search for the hotel and serves up another page of results where paid ads for the hotel are listed at the top of the page (the way paid ads are always displayed).  The result is Google has added an extra step in the natural search process that increases the likelihood that a user will click on a paid ad to get to your website, rather than a natural search result.

We knew this is how the Carousel has operated since day one, but what we didn’t realize was how many OTAs were bidding on our clients’ brand names.  Many even had ads that appeared, to the average searcher, to be an ad for the brand itself, not an OTA.  By not bidding on brand terms in Part 1 of the test, we were losing a lot of traffic that originated from a non-brand search.

Google Carousel - Second Search

Spending a few days spot-checking, we found this to be the case for all of our franchised (Marriott, Hyatt, etc.) clients and many of our independent clients.

What This Means for Hotels

Vizergy Pie Chart - Visits by Channel in 2014For hotels (especially franchise properties), bidding on brand terms and phrases is now doubly important because, thanks to the Carousel, brand searches can now originate (and often do) from non-brand shopping phrases. Your property brand terms have become one of the least expensive advertising channels, yet the most valuable. By not investing in paid search ads hotels can risk missing out on both natural and paid search traffic to their independent website. If an OTA has paid search advertisements on your brand name, and an online travel shopper clicks on the Google Carousel opposed to the search results, then that shopper is directed to the OTA instead of going to your property. The result is the shopper being more likely to book with the OTA and your property could potentially lose the entire booking. And with OTAs bidding on your brand… don’t you think you should too?