White Paper for defining boutique and lifestyle lodgings Released today to BLLA members

The Boutique & Lifestyle Lodging Association, (BLLA, www.blla.org), a leading hospitality industry association officially representing independent boutique and lifestyle properties and the suppliers worldwide, announced the much-anticipated release of its first research White Paper. This document, in a united voice of independent boutique hoteliers, serves as an important tool in developing a universal standard and criteria for defining boutique and lifestyle lodgings.

A boutique is defined by the Webster's dictionary as "a small fashionable specialty shop or business". While the term is used liberally, there has been no commonly agreed definition of "boutique hotel" which is why BLLA's Founder and hospitality industry veteran Frances Kiradjian initiated the survey and is releasing the project findings today.

This study was undertaken to provide greater clarity for the current meaning of the terms "boutique hotel" and "lifestyle hotel". The research points out to perceived differences between the boutique and lifestyle hotels, indicating that the aesthetics of a lifestyle hotel, as opposed to that of a boutique hotel, are more contemporary, with unique design and architecture, and a high technology touch. A lifestyle hotel offers more ancillary services and is focused on wellness and life-enrichment. More specifically, a lifestyle hotel would not be a small, historic property, which would be categorized more appropriately as a boutique hotel.

Researching further the difference between the Lifestyle Hotels and Boutique hotels, the research formulated a list of Emerging Definitions, as well as Emotions and Experiences that define the boutique and lifestyle hotel experience. Among them are Discovery, Curiosity, Intrigue, Amazement; Social, Joyful, Sensual, and Romantic.

Among the characteristics that define a Lifestyle Hotel are: innovative, personal (vs "branded"), contemporary and modern.

Boutique hotels are described as personalized, customized, unique, and individual. The most important defining features of boutique hotels are cultural, historical, authenticity; the boutique hotel is not part of a chain 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".

Kiradjian said, "We look forward to continuing to expand this research into additional groups as well as other research the sector has indicated is of vital importance." Adds Kiradjian, "There is no entity today better suited for initiating and heading up research in the independent boutique & lifestyle lodging category than BLLA, since in essence, it is the only available professional and personal resource to this hospitality industry sector and has become its voice."