Your point about boutique hotels being rooted in place versus lifestyle hotels being rooted in identity projection is one of the clearest ways I’ve seen this explained. One asks, “Where am I?” and the other asks, “Who do I look like when I’m here?” That said, the hyper-curated Instagrammable formula (what even is that?) feels exhausted. The reality is, the properties that resonate most are the ones with actual conviction behind them, even if imperfect, rather than those assembled from the “creative cool starter pack” of neon signs and brushed concrete. Ick, indeed!
Exactly this Kelly! I’d rather stay somewhere that is a bit rough around the edges and like you said has some conviction (soul, thought, care.. anything at this point) behind it
I agree in premise, but I also think these lifestyle hotels play an important part in the migration from base chain to boutique "FATTravel" properties. Taste is a gradient, and having a defined point of view, even if en masse, is the beginning of finding your own definition as a guest. So much is being focused at the top of the K-Shape, there is open space for "you know what you're going to get and it's going to be pretty." For instance, I am a huge Nomad stan - it's deliberate and scalable with reliably amazing service and breakfast (the two things I care most about other than water pressure).
I totally get your point Jackie! And I myself do appreciate a well-executed lifestyle property. Where they lose me is when a good concept is flattened by being acquired by a global chained and essentially redesigned for standardization. This is of course not always the case, but I've seen it happen :')
Totally agree, the Kimpton/IHG acquisition is a great example where it bombs over time. And don't get me started about Starwood. I just perpetually live in 2012 in my little mind, a happier time for hospitality where I am flying around in Virgin America and staying at Inn at the Presidio (though it got a reno/turnover recently that did it super well).
Great piece. I think “some” of the soft brands get this right - there are some really interesting properties that went Tapestry, Curio, Tribute - for distribution purposes. But a Moxy? That is not a boutique hotel.
Yes and these soft brands are a category of their own absolutely!! Wanting the distribution benefits is completely understandable, and I do think that the global companies have essentially become distribution platforms
What many brands call “lifestyle” today often feels less like a philosophy of hospitality and more like a design template wrapped around a marketing strategy.
The irony is that true boutique hotels were never created to fit a demographic moodboard. They emerged from a strong point of view, a sense of place, and often an owner/operator obsession with detail, atmosphere, and human connection. That authenticity cannot simply be replicated through exposed brick, neon signs, and a curated playlist.
The real risk is not scale itself — luxury groups have proven they can deliver extraordinary experiences at scale — but the dilution that happens when “local,” “authentic,” and “community-driven” become standardized brand directives.
Guests may not always articulate the difference between boutique and lifestyle, but they absolutely feel it.
A genuinely memorable hotel experience usually comes from properties that know exactly what they are, rather than those trying to imitate what is trending. In that sense, independent hotels still have a tremendous advantage: they can create culture instead of manufacturing aesthetics.
Thank you so much for reading Pierre! And absolutely, I think also the boutique properties that came from a real idea and a passion for the industry have much more longevity than these properties that try to tap into what’s trending. Also, the current trend cycles are so quick that it’s absolutely non-sensical to make brand investments based on trending aesthetics etc., at least in my opinion!
There’s definitely been a lot of consolidation in the lifestyle space, and I think guests are getting better at spotting when “lifestyle” is being used as a branding formula vs when a hotel actually has a distinct sense of community
I think they are! And sometimes lifestyle hotel is a good choice, like an airport stay… but then like having this non-actual community facade going on?? ICK
Yes to all of this!! I distinctly remember attending an AHLA presentation in like 2016 where one of the big brand CEOs was talking about how they had created lifestyle hotels to appeal to millennials. The speaker said, “Millennials don’t want closet space, so we created open shelving concepts. They want to gather in common areas, so we focused on those instead of room square footage.”
I was flabbergasted. Give me my closet space back.
Also why are we acting that millennials/gen-z are a homogenous group that want all of their stuff hanging in their face??? Or really want peach tiles in the bathroom and those lightbulb lamps?? I can’t fathom
Ladies - I’ve literally been to Marriott, Hilton, and Wyndham’s HQ show rooms and haven’t stopped myself from saying OUTLOUD - I want my closed closet back 🤣 and shelving. I hate living out of a suitcase. There’s no lifestyle that fits…
Your point about boutique hotels being rooted in place versus lifestyle hotels being rooted in identity projection is one of the clearest ways I’ve seen this explained. One asks, “Where am I?” and the other asks, “Who do I look like when I’m here?” That said, the hyper-curated Instagrammable formula (what even is that?) feels exhausted. The reality is, the properties that resonate most are the ones with actual conviction behind them, even if imperfect, rather than those assembled from the “creative cool starter pack” of neon signs and brushed concrete. Ick, indeed!
Exactly this Kelly! I’d rather stay somewhere that is a bit rough around the edges and like you said has some conviction (soul, thought, care.. anything at this point) behind it
I agree in premise, but I also think these lifestyle hotels play an important part in the migration from base chain to boutique "FATTravel" properties. Taste is a gradient, and having a defined point of view, even if en masse, is the beginning of finding your own definition as a guest. So much is being focused at the top of the K-Shape, there is open space for "you know what you're going to get and it's going to be pretty." For instance, I am a huge Nomad stan - it's deliberate and scalable with reliably amazing service and breakfast (the two things I care most about other than water pressure).
I totally get your point Jackie! And I myself do appreciate a well-executed lifestyle property. Where they lose me is when a good concept is flattened by being acquired by a global chained and essentially redesigned for standardization. This is of course not always the case, but I've seen it happen :')
Totally agree, the Kimpton/IHG acquisition is a great example where it bombs over time. And don't get me started about Starwood. I just perpetually live in 2012 in my little mind, a happier time for hospitality where I am flying around in Virgin America and staying at Inn at the Presidio (though it got a reno/turnover recently that did it super well).
Great piece. I think “some” of the soft brands get this right - there are some really interesting properties that went Tapestry, Curio, Tribute - for distribution purposes. But a Moxy? That is not a boutique hotel.
Yes and these soft brands are a category of their own absolutely!! Wanting the distribution benefits is completely understandable, and I do think that the global companies have essentially become distribution platforms
What many brands call “lifestyle” today often feels less like a philosophy of hospitality and more like a design template wrapped around a marketing strategy.
The irony is that true boutique hotels were never created to fit a demographic moodboard. They emerged from a strong point of view, a sense of place, and often an owner/operator obsession with detail, atmosphere, and human connection. That authenticity cannot simply be replicated through exposed brick, neon signs, and a curated playlist.
The real risk is not scale itself — luxury groups have proven they can deliver extraordinary experiences at scale — but the dilution that happens when “local,” “authentic,” and “community-driven” become standardized brand directives.
Guests may not always articulate the difference between boutique and lifestyle, but they absolutely feel it.
A genuinely memorable hotel experience usually comes from properties that know exactly what they are, rather than those trying to imitate what is trending. In that sense, independent hotels still have a tremendous advantage: they can create culture instead of manufacturing aesthetics.
Excellent piece.
Thank you so much for reading Pierre! And absolutely, I think also the boutique properties that came from a real idea and a passion for the industry have much more longevity than these properties that try to tap into what’s trending. Also, the current trend cycles are so quick that it’s absolutely non-sensical to make brand investments based on trending aesthetics etc., at least in my opinion!
There’s definitely been a lot of consolidation in the lifestyle space, and I think guests are getting better at spotting when “lifestyle” is being used as a branding formula vs when a hotel actually has a distinct sense of community
I think they are! And sometimes lifestyle hotel is a good choice, like an airport stay… but then like having this non-actual community facade going on?? ICK
This reminds me that some of the worst stays I’ve had have been when I accidentally booked a lifestyle hotel thinking it’s a boutique one…
It’s such a scam 🤣🤣
Yes to all of this!! I distinctly remember attending an AHLA presentation in like 2016 where one of the big brand CEOs was talking about how they had created lifestyle hotels to appeal to millennials. The speaker said, “Millennials don’t want closet space, so we created open shelving concepts. They want to gather in common areas, so we focused on those instead of room square footage.”
I was flabbergasted. Give me my closet space back.
Also why are we acting that millennials/gen-z are a homogenous group that want all of their stuff hanging in their face??? Or really want peach tiles in the bathroom and those lightbulb lamps?? I can’t fathom
Ladies - I’ve literally been to Marriott, Hilton, and Wyndham’s HQ show rooms and haven’t stopped myself from saying OUTLOUD - I want my closed closet back 🤣 and shelving. I hate living out of a suitcase. There’s no lifestyle that fits…
It’s like there’s an executive saying “figure out a way to spin getting rid of closets and bathroom doors…”