MARKETING BOUTIQUE HOTELS

Abstract

There appeared to be a new niche market in Singapore's hospitality industry with the emergence of boutique hotels in the early nineties. Boutique hotels are small hotels that provide personalised services within historical buildings. They have reflected the changing needs and taste of the new age tourist, one who devours a budget stay with local flavoured. Boutique hotels have managed to maintain relatively high occupancy rates despite the regional economic downturn. The target market of the boutique is small and their marketing mix differs from that of normal luxury hotels. This study is done to identify the focus of the marketing mix for the boutique hotels and also to identify the target group.