Fearless boutique hoteliers

Running a hotel is equal parts strategy, creativity, and resilience, and we’re here to help you make the most of all of them. This week, we’re spotlighting an innovative platform for women to make bold moves in hotel ownership.

We’re also focusing on the potential for review content to shift from a reference tool to a moneymaker. And if you’ve ever wondered how to balance historic preservation with modern hospitality, we’re exploring how retaining the soul of older buildings can lead to unforgettable, character-rich design.

Plus, we're thrilled to share with you Expert Market's Accommodation Industry Report 2024, a deep dive into the hospitality sector and the people behind it, as well as its current challenges and what the future holds. (Do you agree with its predictions? Hit reply to this email and let us know what's on your mind.)

Ready to relax? Put aside your jam-packed itineraries and say sayonara to shopping ‘til you drop—these five hotels offer just the “calmcation” your frazzled psyche needs.

Meaningful metrics for the win. Filtering reviews for relevance may be one of the most pioneering ways yet to use AI. Feedback from guests may be prompting us to enter an era where review content could drive revenue.

Boutique unique. An incomparable brand story, tailored experiences and impeccable staffing are the keys to redefining boutique hotels in the age of personalization.

A big time in the Big Easy. On the heels of three T-Swift concerts and the Super Bowl, New Orleans is riding a wave of momentum and welcoming an abundance of visitors for this year’s Mardi Gras celebration. 

Investor accelerator. Research shows women hold less than 10% of hotel development leadership roles and only 30% of real estate investor positions in the U.S. But entrepreneur Tracy Prigmore is changing that through She Has a Deal, an innovative platform empowering women in hotel ownership with inspiration, education and investment support.

'Innovation is the lifeblood of boutique hospitality'

Frances Kiradjian is the visionary force behind the Boutique & Luxury Lodging Association (BLLA), a pioneering organization that unites the brightest minds in independent hospitality. With a keen interest in boutique hotels and an innate talent for fostering industry connections, she has cultivated a global community of hoteliers, designers and entrepreneurs who champion creativity, authenticity and innovation in hospitality. Here, she shares what fuels her passion for boutique hotels and why embracing a “rebel” mindset has been key to her success. -Jennifer Glatt

How did BLLA come about?
I had been in the hospitality industry for a long time and realized that boutique hotel owners lacked a dedicated community or support system. I started receiving calls from these independent hoteliers—visionary entrepreneurs with nowhere to turn for advice, guidance or resources. They needed a space to connect, learn and grow together.

In 2009, I launched BLLA to fill that gap. At heart, I’m free-spirited—drawn to creativity, innovation and breaking the mold. Boutique hotels embody that same spirit. They defy conventions, push boundaries in design, service and guest experience and embrace their independence. Meeting these passionate owners felt like finding my tribe—we were all disruptors, eager to build something unique and transformative.

What does BLLA provide for boutique hotels?
BLLA is more than just an association; it’s a global movement for boutique and luxury independent hotels. We provide education through conferences, industry insights, trend forecasting, exclusive vendor connections and a collaborative network where members share strategies instead of competing. Boutique hoteliers thrive on relationships and creativity, and BLLA gives them a trusted space to support and uplift one another.

What unique challenges do boutique hotel owners face?
Like any business, boutique hotels face challenges but have more opportunities than ever. Their RevPAR is climbing, demand is strong and travelers seek authentic, unique experiences. Many boutique hotels are finding success without relying on OTAs, proving that if you master your brand, guest experience and digital presence, you can create a direct connection with your audience. Today’s travelers often discover hotels through social media and organic searches, enabling boutique properties to thrive on their terms.

What role does innovation play in boutique hospitality?
Innovation is the lifeblood of boutique hospitality. These hotels exist to challenge norms, reimagine guest experiences and create something truly special. Unlike big-box brands, boutique hotels can take risks and push the envelope. To me, hospitality is endlessly inspiring—never boring. That’s what excites me about this industry. Boutique hotels are fearless in trying new things, and that’s exactly what we do at BLLA. After 16 years, we’re still taking chances every day, evolving alongside the industry and championing the independent spirit that makes boutique hospitality so extraordinary.

This interview has been edited for brevity and clarity.

The '20s are timeless

Accentuating history accurately is no small feat, especially in an adaptive reuse project. Asheville, North Carolina’s Flatiron Building once housed the city’s oldest radio station but now boasts the city’s newest boutique hotel. 

Why it matters: Preserving the character of older buildings can create inspired, truly unique design. From the triangular core and corridors to the terrazzo floors and glass doors, The Flat Iron Hotel retained defining elements—including the pink marble that wraps up the grand staircase in the lobby—that make this former office building feel like you could be walking to your accountant’s office, but in the most beautiful Art Deco way. (Hotel Business)

Above: The Flat Iron Hotel. (Courtesy)

A sense of place

When a town’s historic moment collides with a concept for a boutique hotel, you know you’ve got the beginnings of an extraordinary story. Retro Hospitality’s chief operating officer and head of brand strategy, Bree Brostko, says that the public school building in Bedford, Virginia, will become the 30-room Hotel Fauna, alongside a large restaurant, bar and an event space in the former gymnasium. 

Why it matters: Weaving local lore into the fabric of your property is a thoughtful way to integrate into your location. The small town is known for a group called the Bedford Boys, a group of men who left to fight in World War II—all of whom died on D-Day. The gymnasium hosted the last dance before they went off to war, and Brostko hopes to host an annual dance in the very same gymnasium to remember and honor them. “The whole community… is tied to this story,” she says. “We had this really interesting opportunity to celebrate this... historic moment from this town and also bring an interesting boutique experience.” (Hotel Moment)

The future of hotel tech

Tech has certainly reshaped the guest experience, but moving forward, is digital integration the expectation for all things hospitality? The 2025 State of Hotel Guest Tech Report sheds light on who hotel guests would rather ask for the Wi-Fi password, how they prefer to check out and what 35% of Gen Z guests believe is more important than bed comfort in a hotel stay.

Why it matters: The intersection of tech and hospitality is a careful balance. Integrating technology enhances guest satisfaction, improves operational efficiency and drives long-term success, but there’s no substitute for the personal touch when it comes to building guest trust and loyalty. (Hotel Tech Report)

The evolving art of upselling

Presenting the right options at the right time drives incremental revenue that adds up. Don’t think that time of booking or check-in are your only options; multiple points of the guest journey are optimal opportunities to offer extras.

Why it matters: Seasonality, travel trends and economic shifts can all affect guest behavior, so analyzing performance and adjusting pricing or offerings is critical. Seemingly small elevations can turn a typical stay into one that’s really special for the guest—and the hotelier. (Hotel Online)

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