The newly established Boutique & Lifestyle Lodging Association (BLLA) is developing a universal standard and criteria for defining the sector. The organization says that vague definitions of boutique and lifestyle hotels exist now, classifying properties by number of rooms rather than their unique character.
“Having a special classification specifically for this sector will allow boutique hotels to compete on a more level playing field with major hotel companies and give them the opportunity to better market themselves,” says BLLA founder Frances Kiradjian. “It will also meet the increasing demand of discerning travelers to find unique properties and help them distinguish the individual traits that lured them to searching out the boutique hotel category in the first place.”
