'Innovation is the lifeblood of boutique hospitality'
Frances Kiradjian shares what fuels her passion for boutique hotels and why embracing a “rebel” mindset has been key to her success.
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By Jennifer Glatt | Mint Pillow
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.
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