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Best Practices and up to the minute news on Customer Experience Management and Service Excellence
Framed on my wall are pictures of my family, my college degree, and two hotel key cards from my stay at a boutique hotel.
That’s right. The Civilian in New York City made such an impact that it earned forever real estate in my home – and my heart.
I never heard the term “boutique hotel” before my trip. Now, boutique hotels seem to be popping up everywhere. It’s not surprising considering the industry’s projected growth in the next few years: Linkedin’s analysis of recent market research confirms that “the Global Boutique Hotel market is anticipated to rise at a considerable rate during the forecast period, between 2023 and 2030.”
Major hotel chains like Marriott and Hilton are also getting in on the action: These big corporate players are buying up properties in urban and exotic destinations, even offering rewards members to book at these smaller spots using their points.
Considering the industry’s inevitable growth, it makes sense to take a closer look at what makes boutique hotels so attractive from the guest perspective.
Here’s a 24-hour rundown of my experience at one of the best.
My husband surprised me with a trip to New York City, so I had no idea what to expect when we pulled up to the hotel. I knew the city didn’t allow for sprawling standalone hotel structures, so when we entered an assuming door set in a brick wall, I was shocked at how spacious the lobby appeared. It wasn’t actually spacious at all, but the high, industrial ceilings and mirrors with vintage light installations gave the appearance of space.
With pictures of theaters hanging on the walls, authentic Broadway props and costumes on display, and vintage Roaring Twenties decor everywhere I turned, a seriously cool vibe permeated the place. The staff (one single person at one tiny desk) was warm and welcoming, and we were quickly given our room key cards.
Our ninth floor room didn’t offer much space, but the floor-to-ceiling windows offered a breathtaking view of skyscrapers and rooftops. The design followed us into the room with a velvet headboard, deep red curtains hanging on a canopy bed, and wallpaper of prints from the 1920s. It was a very small room barely allowing us to navigate around the bed, but some clever storage in the wall and under the nightstand allowed us to unpack.
We spent a while staring out the window of our magical little slice of city heaven. Then we got ready to see a show, which was in the Theater District (a 5-minute walk from our hotel). On our way out, the friendly staff member who checked us in earlier remembered our names and wished us a fun night at the theater – one of the perks of keeping a small guest roster is getting to know your guests on a personal level.
The show was great, but my husband and I couldn’t wait to get back to our room. On our way in, a new staff member we hadn’t met yet suggested we have a drink at the bar before we called it a night. In all our excitement we forgot about the bar, so we decided to check it out.
Similar to the lobby, the fourth floor bar boasts extremely high ceilings and vintage lighting. The bar was hopping, filled not only with guests but with locals having business meetings and college students preparing for their night out. Experienced bartenders made us extraordinary cocktails (we tried ordering our usual go-to drinks, but we couldn’t resist their suggestions for off-the-menu creations), and we ended up spending hours on a couch in the corner observing the room and having the best time.
In the morning, we went down to the lobby to figure out where breakfast was being served. The reservation included breakfast, but we hadn’t seen any restaurant in the place. We were given two options: We could either have a continental breakfast in the bar (where we spent hours the night before) or we could walk around the corner to the local diner and enjoy any breakfast meal off the menu.
We loved that we were given options, and decided to go with the diner. Two hand-written notes were all we needed to get seats at the very busy diner. The servers treated us well, knowing we were from the hotel. I enjoyed eggs benedict and my husband ate waffles and bacon. We were well fed and left completely satisfied, ready to explore the rest of the city. But what we were most looking forward to was returning to our boutique hotel for another evening of enjoyment and comfort.
Despite not having a lot of room, a mini fridge, or access to a spa, I had the time of my life. The Civilian has a distinct style, sticking with a theme that reinforces their brand everywhere you turn.
In areas where they lack, like no operational kitchen (the hotel now has an in-house restaurant, but at the time we visited it was under renovation), management got creative, providing a unique experience for guests to venture out and still have an awesome breakfast. Its bar has made it a standalone success, not just an obligatory point of sale for alcohol.
What they lack in space, these intimate urban hotspots and exotic getaways make up for with character. Boutique hotels should invest in style, service, and location for promised success in a growing market.
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