Classification Research for Defining Boutique and Lifestyle Hotels Commences

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The Boutique & Lifestyle Lodging Association Takes The Next Step In Developing A Universal Standard For Boutique & Lifestyle Hotels Around the World. The research project has begun and includes prominent international hospitality universities as well as industry thought-leaders, all of whom have been invited by BLLA and the research team to participate.

The Boutique & Lifestyle Lodging Association, (BLLA, http://www.blla.org), a leading hospitality industry association dedicated to uniting the world's boutique and lifestyle hotel properties and the suppliers that sustain them, announced the next steps for developing a universal standard and criteria for defining boutique and lifestyle hotels. Initiated by BLLA's Founder and hospitality industry veteran Frances Kiradjian, the research project has begun and includes prominent international hospitality universities as well as industry thought-leaders, all of whom have been invited by BLLA and the research team to participate.

To date, there is no standard definition for boutique properties and lifestyle lodgings. Vague definitions define these properties by numbers of rooms, rather than by their uniqueness of character -- whether charming, distinctive, quirky, cutting-edge, avant-garde, trendy, funky or classic hotels -- all characteristics that are of interest to travelers.

Commenting on the proliferation of boutique & lifestyle independent hotels and hotel brands, Kiradjian says, "Having a special classification specifically for this growing sector will allow boutique & lifestyle hotels to compete on a more level playing field with major hotel companies and give them the opportunity to better market themselves to the business travel sector as well as to the leisure travel marketplace. It will also meet the increasing demand of discerning travelers to find unique properties and help them distinguish the individual traits that lured them to searching out the boutique/lifestyle hotel category in the first place."

The first stage of a comprehensive examination of the definition of "boutique" and "lifestyle" hotels has commenced. The research team includes: Jonathon Day, Purdue Tourism and Hospitality Research Center, College of Health and Human Science; David L. Jones, School of Hotel & Tourism Management, Hong Kong Polytechnic University; Donna Quadri-Felitti, Preston Robert Tisch Center for Hospitality, Tourism, and Sports Management, New York University as well as students from their respective schools.
The researchers, working with BLLA, have identified a panel of 40 industry thought-leaders and will use a Delphi panel approach to explore what it means to be a "boutique" as well as "lifestyle" hotel today. The process will be completed by early Summer 2011. The Delphi method is a structured, interactive communication process which relies on responses from an identified panel of experts.

Kiradjian said, "We look forward to continuing to steps 2 and 3 in this research and ultimately, in reviewing and distributing the research results this summer." Adds Kiradjian, "There is no entity today better suited for initiating and heading up this research than BLLA, since in essence, it is the only available professional and personal resource to this hospitality industry sector and has become its voice."

About The Boutique & Lifestyle Lodging Association (BLLA)
The Boutique & Lifestyle Lodging Association is the first and only association dedicated to uniting the world's boutique and lifestyle properties. Created to be the unifying voice of this distinctive subset within the hospitality industry, its goal is to unite the world's collection of boutique & lifestyle properties and the suppliers that sustain them, offering them the opportunity to successfully compete on a level playing field with major hotel companies, as well as market themselves to meet the ever-increasing demand from discerning boutique-seeking clients. For more information, or to become a member, visit: http://www.blla.org. Book a stay at http://www.realboutiquehotels.com. Read about unique destinations at http://www.boutiquelodgingmagazine.com.

Organization
Boutique & Lifestyle Lodging Association (BLLA)
http://www.blla.org
6520 Platt Ave., Suite 842
USA - West Hills, CA 91307
Phone: +1 818-883-4363
Fax: +1 805-495-9415
Email: frances(at)boutiquelodgingassociation(dot)org

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