Over the past 18 to 24 months we have been approached by a number of hotel developers who are interested in developing small inns and bed and breakfast inns. Many have used the “B” word – Boutique - to describe the type of hotel they are interested in developing.
Although we have been publishing “how to” books since 1990 and providing advisory and consulting services to the hospitality industry since 1986 we have never put emphasis on the small inn, Bed and Breakfast, or boutique hotel as a specialty.
After performing market studies and consulting services for this growing list of discerning clients who wanted something different from the traditional hotel it became clear that potential guests who have enjoyed the small inn or B&B experience are looking for similarities when traveling for business.
While there is no substitute for a successful hotel brand when targeting the mass market, however, when it comes to building the next generation hotel for the today’s experienced and demanding consumer, the smaller inns, B&B’s, and boutique hotels are gaining favor.
Satisfying everyone, but delighting no one, can be a formula for mediocrity – witness traditional retailers like Sears and JC Penny’s. The same story has played out in the hotel industry. The properties and chains that are most impacted during downturns in the economy are those that have used a rather generic identity to have the broadest customer reach without developing a rabidly loyal customer base. Analysis by Pricewaterhouse-Coopers shows that many hotels that have this type of traditional, mid-market orientation have been losing ground to properties with a more narrowly defined niche. As an alternative to hotel behemoths of hundreds of rooms, there have always been smaller niche properties to serve the needs of discerning customers.
To learn more please visit
www.smallinn-cubator.com
