Consumer perspectives of boutique and lifestyle hotels: Is there a difference?

Abstract

Boutique and lifestyle hotels constitute a growing segment of the U.S. lodging industry. Despite this growth, there is a consensus among scholars that the terms “boutique hotel” and “lifestyle hotel” are poorly defined; moreover, current research on the sector focuses on lodging industry practitioners’ perceptions of the two types of accommodation, overlooking lodging consumers’ understanding. To elucidate how lodging consumers distinguish between these two types of accommodation, this study examines the drivers of demand for these products within the context of their associated push and pull factors. A survey was administered to a group of hotel users, generating 252 valid responses. It was found, the majority of respondents had little or no knowledge of the terms. However, those respondents who were frequent travelers were aware of both categories and were likely to indicate an intention to use them for future travel. The findings suggest that boutique and lifestyle hotels are not synonymous in consumers’ minds. In fact, consumers have differing expectations for the two styles of accommodation, and these differences are evolving as more consumers experience these products. These findings have implications for hotel developers and marketers.