La Maison d’Hôtes.



Fashion boutique

by Lucy Taylor Tuesday, 04 March 2008

Broad market appeal

Whatever the challenges, it's easy to see why a hotel group would be interested in getting a slice of the boutique pie: the market is looking increasingly healthy in the Middle East.

Riad Numero 9's di Renza comments: "Interestingly, we're getting more and more Americans and more families, whereas our clientele used to be 90% business".

The specialist focus that often goes hand-in-hand with boutique hotels, be it rooted in culture, sport or fashion, is also an extremely marketable factor, as EHG's Marc Dardenne says.

"The key trend over the past few years has been the growth in popularity of golf in the region, resulting from concerted efforts by the government and other associated organisations working to promote golf in Dubai. There is also a growing demand for boutique hotels and meeting space, which The Montgomerie, Dubai offers," he says.

Chain vs boutique?

So with everyone clamouring for genuine boutique experiences, is the industry moving away from the big-brand identikit hotels?

Maybe not. A key selling point for global hotel chain Best Western, which recently announced plans for expansion into the Middle East in conjunction with Zainal Mohebi Group (ZHG), is that it is "the world's largest hotel chain". But if the the unique experience is becoming so popular, how can the cookie-cutter approach to accommodation be a selling point?

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ZMG chief executive Mohammed Mohebi explains: "I don't think it's so much about the unique [experience]; I mean when you go to a five-star hotel it's there you look for a unique experience. When you go to a three- or four-star hotel you're looking for good clean accommodation without all the thrills and frills.

Defining Boutique #5

"A boutique property is very simple: a place where you can feel at home, really unwind and you don't have to be formal to be there. It has extremely personalised service and is more like a guest house feeling, whereby you know your host: there's a human touch to the whole experience.

Habib Khan, general manager, Orient Guest House.



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