When planning a trip, the hotel selection can goes beyond ticking boxes for location and price. Hidden beneath the thread count and breakfast options lies a battleground of psychology. The design aesthetic, guest experience, familiarity and brand recognition a hotel offers can significantly impact your state of mind, overall satisfaction and hotel selection.
But before I get to the main theme of the article, I’ll mention some of the reasons why people travel most these days and mention PRO TIPS for hoteliers how both types of hotels can respond to those reasons.
Wellness travel – growing awareness about health amp; wellness has led more people to seek vacations that offer physical health benefits.
Experiential travel – people more often looking for participation in local traditions, festivals, and daily life. That can be in tasting local cuisine, taking cooking classes, and exploring food markets or participating in different types of workshops or classes on local crafts, arts, and skills.
Mental travel – anxiety, depression, burnout or digital overwhelm are present in the lives of more and more people around the world. As a result, they are looking for places to connect with nature that offer programs focusing on mindfulness, meditation and stress reduction.
Later in the article, I will mention how both types of hotels can respond to these reasons. But first let’s look at what characterizes both types of hotels.
Boutique hotels – uniqueness and intimacy in hotel selection
They are known for their innovative designs, which are often conceived by the hotels’ owners rather than by hired designers. Because there are so few rooms, every single one is important.
“Spending on something special” is often the way people describe luxury. When it comes to a hotel stay, luxury can be seen as the ability to feel special, receive an above-average level of service and have a unique experience. It has been found that luxury and what constitutes a luxury stay varies widely among guests, and survey data confirmed this, showing people’s preference for boutique hotels over chain hotels due to the greater likelihood of having a unique and memorable experience. More personalized service, luxury and the feeling of being someone truly special are just some of the factors that differentiate boutique hotels from regular chain hotels.
Style is probably the most obvious characteristic that distinguishes boutique hotels from chain hotels. Boutique hotels put considerable effort into seeking originality and creating their own identity. The result is a bolder style that provides guests with a unique environment. Although there are a growing number of boutique hotels in second cities or outer city locations, many are still located in fashionable urban areas, usually in revamped buildings. Most boutique hotels are small, with less than 100 rooms. This produces a more intimate setting, creating a greater feeling of comfort. This is definitely in contrast to chain hotels, whose bedrooms frequently feel soulless and mass produced. Rooms are often themed, with each room being different, taking into account music, fragrance, fabrics and flowers to create the desired atmosphere.
Why you may like boutique hotel?
- You can feel special: those hotels often cater to a specific aesthetic or theme, making guests feel like they’ve discovered a hidden gem. This exclusivity can boost self-esteem and create a sense of individuality.
- You can experience the intimacy: smaller size and personalized service foster a sense of community and belonging. This can be attractive to travelers seeking a more social or homey feel.
- You will be delighted with the design: which plays a big role in boutique hotels. Unique decor, carefully curated artwork, and even custom scents can trigger positive emotions and create a memorable experience.
- You can connect more with the local culture: boutique hotels often integrate local culture and art into their design, providing a culturally enriching experience that can enhance guests’ connection to the location. This cultural immersion can create a sense of adventure and novelty.
Wellness type of travel – hotel adaptations:
- Offer personalized wellness packages that include yoga, meditation sessions, and locally sourced organic meals.
- Create serene environments with wellness-focused amenities such as saltwater pools, infrared saunas, and nature walks.
Experiential type of travel – hotel adaptations:
- Curate bespoke experiences that reflect the local culture, such as guided art tours, farm-to-table dining experiences, and community-based activities.
- Collaborate with local artisans and experts to offer workshops and classes.
Mental type of travel – hotel adaptations:
- Design retreats focused on mental well-being, including activities like silent retreats, digital detox packages, and nature immersion programs.
- Incorporate mental wellness services such as in-room aromatherapy, sleep programs, and tranquil, minimalist room designs.
Hotel chains: familiarity and comfort in hotel selection
When apparent across numerous hotel chains is the anonymous technique that aims to reproduce success by learning the choices of the consumer and copying them in every aspect.
Guest experience is a valuable concept often undervalued by much traditional marketing thought. We have accepted the use of the term as a way to describe a customer’s encounter, time or event with a service or offering. But a customer’s experience can also be something more than a participation in services delivered to them. It can be the emotional or psychological impact created by that encounter and this can be something which is actively managed by service providers to be a positive experience that is often the aim of experience-based design. The chain hotels generally have a more formal and consistent service encounter designed to give a reliable and efficient stay. This often includes training and scripting of employees and strict procedural guidelines. While this may have some brand-building advantages, it is suggested that its contribution to a greater experience is minimal.
Why you may like chain hotel?
- You will get consistency: those hotels offer a consistent standard. Guests know exactly what to expect, from the layout to amenities, which reduces decision fatigue and provides a sense of control and that may have an impact on hotel selection.
- You are dealing with a well-known brand: brand recognition may lead to a sense of prestige or status associated with staying at a well-known hotel chain, contributing to feelings of self-esteem and social validation.
- You collect loyalty points: guests feel valued and motivated to return, creating a sense of belonging to a larger community.
- You will somehow save your time: hotel chains often prioritize efficiency and convenience through standardized processes and procedures. The convenience of knowing what to expect can reduce cognitive load and decision-making stress, allowing guests to relax and enjoy their stay.
Wellness type of travel – hotel adaptations:
- Develop brand-specific wellness programs like Westin’s “Heavenly Spa”.
- Integrate fitness facilities and in-room wellness features such as workout equipment and guided meditation apps.
Experiential type of travel – hotel adaptations:
- Launch experience-focused programs like Hilton’s “Hilton Explore” which offers local adventures and cultural experiences.
- Partner with local tour operators to provide guests with curated itineraries that highlight the destination’s unique aspects.
Mental type of travel – hotel adaptations:
- Implement brand-wide mental wellness initiatives, such as Accor’s “Wellness Pathways” which provide guests with resources for mental well-being.
- Offer stress-relief amenities like soundproof rooms, calming décor, and access to mental health professionals or apps.
