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Chic Boutique Hotels |
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Back in the '90s, guests knew what to expect when checking into a "boutique" hotel: cutting-edge design, gorgeous staff, fewer rooms than the big chains, and the city's hottest bars and restaurants no farther than the lobby. |
Today, with the travel industry slapping the "boutique" label on mid-market franchises and 200-room boxes, it seems to have become little more than a marketing gimmick. Companies such as Starwood Hotels and Resorts (nyse: HOT - news - people ) and Canada's Germain Group are taking style to the masses with the launch of their new cheap-chic chains, Aloft Hotels and Alt Hotels, respectively, but that doesn't do much good for the boutique hotel's exclusive image.
"The term 'boutique' is greatly overused and, as a result, is often confused and misconstrued," said Imran Hussain, media relations manager for London-based myhotels, which operates small-scale, design-focused hotels in the city's fashionable Chelsea and Bloomsbury neighborhoods. "Unfortunately it seems to have become a buzzword of sorts, no longer meaning quirky or independent but now served with a more mass-marketed approach."
External Source - For the complete article click here
Source - Forbes
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