Industry Update
Press Release26 May 2020

BLLA Debuts #BoutiqueStrong Campaign To Empower Boutique Community

The association selects industry experts to form a #BoutiqueStrong Council to guide hotels as they reopen. The launch also includes the first-of-its-kind members-only social network, a comprehensive reopening guide, and new hotel programs

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LOS ANGELES - Boutique Lifestyle Leaders Association (BLLA) and sister organization, travel discovery platform StayBoutique™, have launched their #BoutiqueStrong campaign to arm boutique hotels and businesses with the unique tools to reopen and succeed in this new landscape. These resources include an official reopening guide, private social network, and a new membership option.

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The #BoutiqueStrong Council, is a Task Force joining a qualified group of boutique industry experts with a very specific goal: supporting boutique hotels and businesses with resources and educational assistance to successfully re-enter the market post COVID-19 crisis. The second initiative is the first-ever social network for the Boutique Community offering a platform for the sector to connect and proactively problem-solve together. Finally, BLLA has opened a new hotel program to provide authentic properties in need a no-cost membership option through the end of the year. All three #BoutiqueStrong initiatives further the association's mission to unify, empower, educate and advocate for a growing community of creators within the dynamic realm of the boutique lifestyle.

"We want to empower the boutique community with resources and education from highly skilled founders and CEOs who are providing valuable insight and information that may be quite different than what other hotels or hotel brands are doing and planning," said Frances Kiradjian, Founder & CEO of BLLA. "Boutique hotels have a different focus and we are addressing this in the new campaign and supporting materials."

More information on each initiative:

1. #BoutiqueStrong Council and Guide

The official name of this project is: The Guide to The New Paradigm - The boutique hotel's dynamic roadmap to StayBoutique™.

The new Council aligns with the association's #BoutiqueStrong campaign, an initiative to create a unified community of boutique brands and enthusiasts as the travel landscape evolves. The campaign will be supported by many stakeholders including influencers, authentic BLLA-approved boutique hotels and vendors with products and services supporting the industry. BLLA believes that boutique hotels will have the greatest opportunity as travelers begin to plan future trips: travelers will seek intimate experiences and a clear message about safety and security.

The Task Force members include boutique hotel owners, hotel group presidents, public relations professionals and other leaders of the boutique community. For a full list of council members, click here. As boutique brands in this sector of hospitality (including hotels, restaurants, retail and more) reopen, the association along with members of the #BoutiqueStrong Council will virtually assist with best practices, tools and more through an interactive guide.

From F&B to Revenue Strategy to HR to Communications to Legal & Insurance to Valuation & Investment and more, the #BoutiqueStrong Council will become the official Educational arm of BLLA. Each individual company will provide a brief yet comprehensive course on their area of expertise that will be available online in the new member portal and social network (called the BLLA Collective). Hotelier members will also contribute on-the-ground insights to the #BoutiqueStrong Council as their hotels undergo new protocols and changing guest expectations in real-time. Parts of all of the courses will have that boutique spin to them.

2. The BLLA Collective (social network)

BLLA has created the world's first social network for the Boutique Community, a platform where all members can unite digitally to converse, problem-solve, and learn from each other. Features in the social network include groups, forums, messaging features, activity feeds, blog posts and more. The educational coursework will feature the Task Force training modules as well as a future customized program for hotel owners. The online courses will be continuously updated with the continuously evolving particulars.

3. "On the House" Hotel Membership

BLLA has added a new on-the-house membership opportunity for authentic and approved boutique hotels to be listed on Stay-Boutique.com with direct bookings to the hotel's reservation page as well as access to the Reopening Roadmap courses in BLLA's new membership platform, enabled with individual log-in credentials. The association created this option to give back to the industry to allow properties in need, access to these curated, valuable resources.

BLLA aims to give boutique brands unprecedented access to the leading minds of the growing boutique world as travelers hold hotels to higher standards and expect more transparency than ever.

The #BoutiqueStrong campaign is one of many vital initiatives being launched by BLLA this year to especially support the global boutique community in these times.

About the Boutique & Lifestyle Leaders Association (BLLA)

The official organization for the world's boutique lifestyle leaders promoting connection, education, and advocacy. As a pioneer in forecasting the boutique movement, the BLLA's network has grown beyond its hotel foundation to welcome more passionate entrepreneurs, businesses and purveyors that amplify the boutique lifestyle. BLLA is a catalyst for trends and the future of boutique. blla.org

About StayBoutique™

StayBoutique discovers the best in boutique for the world to experience, be inspired by and share. As the BLLA's media platform, StayBoutique has been part of the boutique movement for the last 10 years. As boutique has grown from travel experiences into a thriving lifestyle, StayBoutique has extended beyond their hospitality origins to reach into consumers' lives. stay-boutique.com
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