New Classification Scheme for Boutique, Lifestyle Lodgings

The Boutique & Lifestyle Lodging Association (BLLA), a newly-formed association dedicated to uniting boutique and lifestyle properties throughout the world, has announced plans for the development of a universal standard and criteria for defining boutique and lifestyle lodgings.

The initiative is the brainchild of BLLA founder, Frances Kiradjian, a hospitality industry veteran. In coordination with the Association’s board of directors, hospitality industry leaders and worldwide boutique property owners and suppliers, the new classification will create a differentiation for this fragmented sector within the hospitality industry.

To date, there is no standard definition for boutique properties and lifestyle lodgings. Vague definitions define the properties by numbers of rooms – i.e. a boutique hotel has 100 rooms or less. But what really distinguishes them is uniqueness of character – charming, quirky, cutting-edge, funky – all characteristics that help travelers determine if the property is right for them.

“Having a special classification specifically for this sector will allow boutique hotels to compete on a more level playing field with major hotel companies and give them the opportunity to better market themselves,” Kiradjian said.

The new criteria also will help consumers and travel agents distinguish the individual traits that make the boutique hotel category appealing to many people.

Giving customers and travel sellers this information will enable them to make a more informed decision when deciding which hotel to book.

“The classification system will help to better define boutique and lifestyle property types, standards, characteristics, and attributes, addressing the differences within each region,” said John Russell, CEO of NYLO Hotels and a BLLA board member.

To be rated by the classification system hotels will not need to do anything unless they wish to be “Boutique Certified.” The certification program will be separate from the classification system and will be launched in the fourth quarter of 2010

The BLLA was created to unify the voices of boutique and lifestyle properties owners and managers, a distinctive sector of the hospitality industry. As with similar cooperative movements, the group’s goal is to provide a vehicle for collaboration, communication, advocacy and education.

For more information on BLLA, visit www.blla.org.