Hotels: Not Just Cookie Cutter Anymore [continued]
By Barry D. Podob

Travelers used to have a simple choice for selecting a hotel. They could opt for a budget or mid-market hotel, or choose to stay in a more upscale property. Lately, a new trend has emerged. These are "boutique" hotels. While there is no single definition, boutiques tend to denote smaller, innovative hotels that offer personalized service, superior locations, distinctive architectural designs and plenty of amenities not found elsewhere.

Robert Rechnitz, owner of the Élan Hotel, located at the cutting edge of West Hollywood and Beverly Hills, says that the gracious residential quality of his hotel makes it the address of choice for leading corporate travelers including designers, entrepreneurs, entertainment, media and fashion executives, and leisure guests. He adds, "We've always been interested in creating more than just a hotel. We look to provide a whole guest experience."

Like many other trends, the boutique craze got its start in California and began an expansion to the east. The message that these properties send is that a lot of travelers - especially discriminating business travelers - are bored with predictability and are ready for more. They're looking for style, intimacy and individuality. This translates to a hotel that does not fit any mold that the industry might have imposed through its branding efforts over the years.

As far as size is concerned, Jana M. Jones, a travel expert with NBC 17, says that "the average boutique hotel has about 80 rooms, but it can have as few as 40 and as many as 200, depending upon the look and feel, and smaller properties have their advantages." The Élan, for example, built in 2000, features 50 luxurious earth-tone rooms on two stories. Not having to wait for elevators to come from the 40th floor provides easy access and quick "in and out" and, with one entrance, valet parking in a secured underground lot, and staff on duty 24 hours a day, safety and security are a mainstay of the hotel.

David Norbut, director of business development for Executive Hotels and Resorts, who recently had an opportunity to tour some fifty or so boutique hotels, says that they are not as commercial as hotel chains "where the door knob in each one is located exactly where the door knob is in the last one." He calls boutiques fashionable, with "an expectation of amenities that are consistent." This is certainly the case with the Élan.

Aside from a central location which offers outstanding shopping, entertainment and over 60 restaurants within walking distance, and a staff which provides a personal touch, amenities include guest rooms with an accent on classic modernism, charm and style, each with down pillows and comforters, personal robes, irons and ironing boards, hair dryers, in-room safes, high quality bath products, high-speed Internet access, TV/VCRs with Direct TV®, and free local telephone calls. Like many boutiques, a complimentary continental breakfast is served each morning, a Manager's Wine Reception is held Monday through Friday evenings, and a business meeting room and fitness center are available to guests at no additional charge.

Will boutiques ever replace the Ritz-Carlton, the Four Season's or, for that matter, large hotel chains? It's doubtful. What is clear is that boutiques fill a niche. They create an environment which is special and unique. They provide a travel experience that's different and, with outstanding service and attention to detail, they will force their competition to rethink how they do business.

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Barry D. Podob is the Director of Sales for the Élan Hotel, (www.elanhotel.com) located at 8435 Beverly Blvd., Los Angeles, CA 90048 (323-658-6663). He can be reached at bpodob@elanhotel.com.

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