Chic. Niche. Hand-picked. Stylish. These are the words used most frequently by the boutique hotel industry to promote its products, and it is expanding this vocabulary in order to woo the business traveller.
Streetwise and demanding business users, however, are not usually swayed by brochure descriptions. They are wary of terms such as “boutique” with its implicit connotation of smallness. They know that smallness often equates a lack of meaningful business amenities and up-to-date technology.
