This report brings some clarity to the global/boutique/lifestyle hotel sector. 


Sue McKenney is the Director of Mckenney Research, which was established in 2011. Sue is the former Research Manager for Deloitte Corporate Finance Hotels team, a position she held for over eight years. Prior to this, she worked as Research Manager for Travel & Tourism Intelligence, researching, writing and editing publications such as Travel & Tourism Analyst, Travel Industry Monitor, Country Reports and The International Hotel Industry Report: Corporate Strategies and Global Opportunities, second edition. Sue also has over ten years hands on experience in the hotel industry. She holds a MSc. in Tourism Management from Sheffield Hallam University.

After decades of brand standardisation, in which leading hotel companies provided customers with a consistent product, the boutique concept was launched during 1980s and what started as a niche product has over the last thirty years become a global phenomenon.
This report aims to bring some clarity to the global boutique/lifestyle hotel sector. It begins by reviewing the backgrounds of the key innovators of the boutique concept, who each in turn has brought something to the sector.
The difficulties in defining the sector are discussed and given these difficulties, the main characteristics of the boutique hotels are discussed, giving examples how they differ from the standard hotel product.
Hotels as an investment vehicle have grown in importance over the last decade or so, and despite of the global economic slowdown, investment in the sector has continued, the report provides details on recent transactional activity in the sector.
Finally, emerging trends are discussed and which directions the industry may take in the future. This is followed by ‘boutique brand bytes’, snapshots of many of the boutique companies/brands/concepts. They are broken down into boutique/lifestyle brands, resorts, global brands, design-led brands, eco-friendly, health conscious, budget boutique, and boutique hotel listings.


So where did the ideas come from?
Ian Schrager
Ken McCulloch
Barry Sternlicht
Gordon Campbell Gray
Adrian Zecha
Sonu Shivdasani
Ong Chih Ching
So what makes a successful boutique operator?
To define or not? That is the question
Boutique and lifestyle hotels – the same or different?

The new consumer
Added value?

Urban regeneration
Mixed use developments
Branded residences
Memorable Failures
Hilton’s lifestyle brand – Denizen
Le Meridien Art & Tech
Rezidor and Cerruti
Good investments?
Emerging trends
Where to next?
Boutique bytes
Boutique brands

US – Kimpton Hotels & Restaurants, Morgans Hotel Group, Joie de Vivre, Thompson Hotels
Europe – Red Carnation Hotels, Firmdale Hotels, Malmaison, Hotel du Vin, Derby Hotels Collection, Sorat         Hotels, Franklyn Hotels & Resorts, Eton Collection, Chapter Hotels, Myhotel, Silken Hoteles, Art’otels, Q!         Hotels & Resorts, Buddha Bar Hotels,
Asia Pacific – Pentahotels, East Hotels
Luxury with lifestyle elements – Dorchester Collection, Orient Express, Cheval Blanc
Resorts – Amanresorts, Six Senses Resorts & Spas, Murano Hotels & Resorts
International hotel company’s lifestyle brands – So Sofitel, MGallery, Andaz, Indigo, Hualuxe, Edition, AC Hotels by Marriott, Renaissance, nhow, ME by Melia, Innside by Melia, W Hotels, Night, Dream
Design-led brands – Versace, Missoni, Bulgari Hotels & Resorts, Lungarno, Armani, Baccarat Hotels & Reisidences
Eco-friendly – Banyan Tree, 1 Hotels & Residences, Element
Health conscious – Even
Budget boutique – Aloft, NYLO Hotels, Yotel, Citizen M
Boutique listings – HipHotels, Mr & Mrs Smith