Boutique hotels Research Report


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Boutique hotels Research Report

  1. 1. Research Paper On: “Boutique Hotels in Singapore” Compiled By: Amrith Srinivas Balprit Singh Pavneet Singh Khurana Wu Wanlu LB 5218: BUSINESS PLAN Lecturer: Dr. Jenny Panchal James Cook University Singapore
  2. 2. BOUTIQUE HOTELS IN SINGAPORE 2 Contents Abstract: .................................................................................................3 Overview of Hotel Industry:....................................................................4 Literature Review:...................................................................................5 Research aims and objectives:................................................................5 Primary and Secondary Research:...........................................................6 Concept of Boutique hotel:.....................................................................7 Definitions of Boutique Hotel: ................................................................7 Definition in context of Singapore: .......................................................16 References:...........................................................................................18 Appendix 1: Keywords from Academic Literature:................................20 Appendix 2: Keywords from Hotel Operators Responses .....................21 Appendix 3: Boutique Hotel Research Survey:......................................22
  3. 3. BOUTIQUE HOTELS IN SINGAPORE 3 Abstract: In most situations, consumers purchase products or services which are per designed; however, it becomes essential sometimes to modify products to satisfy consumer’s needs and desires. In the hotel industry, customers have begun to prefer unique experiences. This demand of uniqueness has given birth to the newest concept in the hotel market today. This concept is known as boutique hotel. This paper deals with the boutique hotel concept, discuss definitions and global trends as well as specifies the concept of boutique hotels in the Singapore context. The environment in Singapore, being distinctive, yields an understandings into the qualities of boutique hotels in general and their specifications in the South East Asian region. This concept of boutique hotels has contributed to Singapore variety as most of boutique hotels are the results of adaptive reuse of old buildings. Boutique hotels are an exclusive combination of modern design and trendy ambiance. This study considers several dimensions of a boutique hotel to be unique in nature and things that set boutique hotel apart from the other accommodation providers in Singapore.
  4. 4. BOUTIQUE HOTELS IN SINGAPORE 4 Overview of Hotel Industry: This study is based on the service and hospitality industry which occupies a significant place in the world economy and customer satisfaction is the most essential factor that is to be maintained to survive in competition. Tourism sector is one of the largest growing sectors. This sector consists of several key components such as transportation, accommodation, food, leisure and recreations. The hotel market is considered to be the backbone of the tourism system. (Campos, June 2012). A hospitality industry is for those who are away from home which provides them with services. Hospitality industry consists of those businesses and institutions including hotels which are of several categories. (Clayton & Barrows, 2009). Hotels are an important element of the tourism product. Through the standards of facilities and services offered by them, they help to increase overall tourism experience. With the aim of providing up-to-date standards of facilities and services in the hotels, the Singapore Ministry of Tourism has framed a voluntary scheme for classification of operational hotels which will be pertinent to the following basis (Hotel Management Hub, 2011). Table 1: Classification of Operational Hotels: Source (Hotel Management Hub, 2011) BASIS CATEGORY Location City Centre, Motels, Suburban, Airport, Resorts Size of property Small (25-100 rooms), Medium (100-300 rooms), Large (more than 300 rooms), Mega (more than 1000 rooms) Level of service Economy, Mid-Market,Luxury Type of clientele Group, Commercial and Family Target market Commercial, Convention, Suite,Casino Based on theme Ecotels, Boutique, Spas, Heritage Boutique hotels are all across the globe. Each boutique hotel in different geographical locations has its own characteristics. This study aims to clearly analyze the concept of boutique hotels in the context of Singapore. This paper is written after a thorough study of the concept
  5. 5. BOUTIQUE HOTELS IN SINGAPORE 5 of boutique hotels all across the world and then matching those concepts to Singapore context. This study also explores the gap between the academic literature and the way hotel operators perceive themselves. Literature Review: Research aims and objectives: The study intended to identify the gap in the academic literature about the definition of boutique hotel and real time operation of a boutique hotel in the context of Singapore. This study identifies the different aspects of a boutique hotel all around the world and then matches with the presence of boutique hotel in the Singaporean context. This study is expressive in nature, because, it labels whether there is any difference in the selected location factors. It also processes the level of difference boutique hotels have over hotels in the industry. The main aim of the study is to list out the characteristics of boutique hotels generated with the use of available literature and then match the identified characteristics with the existing features of boutique hotels in Singapore. This will lead to the actual characterization of the boutique hotel of Singapore. The research location for this study is Singapore because respondents have more knowledge of the location context. The respondents are those who operate the hotel. The sample size was 25 as it was suitable number of samples. This is the most suited sampling technique as because the respondents volunteered to provide data. This method will definitely reduce the biasness in the generated responses. Methodology: Approaches: This study uses quantitative, qualitative and mixed methodology to analyze data and conclude the result. Qualitative research is applied by collecting, analyzing, and interpreting various academic definitions written by several authors all across the globe. The results are much more subjective in nature. Qualitative analysis involves a continual interplay between theory and analysis of boutique hotels. In analyzing qualitative information attained from various research
  6. 6. BOUTIQUE HOTELS IN SINGAPORE 6 articles, this study seeks to discover patterns which are varied from country to country. To bring a uniformity and meaning quantitative methodology was applied which helped to measure variation as the meaning and the features of the hotels change over geographical locations. The mixed methodology was also applied to generate authentic results. Mixed methods advocates Johnson and Onwuegbuzie (2004) define mixed methods research as “the class of research where the researcher mixes or combines qualitative and quantitative research techniques, methods, approaches, concepts or language into a single study” (p. 17). The use of mixed methods is stronger compared to a single approach design because of three reasons (Teddlie & Tashakkori, 2003, pp. 14-15). Firstly mixed methods can answer research questions that other methodologies cannot. Secondly there is a provision of better (stronger) inferences, and thirdly, mixed methods are the strongest in providing the opportunity for presenting a greater diversity of different views. Primary and Secondary Research: The objectives of our study is to learn and identify the detailed and clear definitions of Boutique Hotel in context of Singapore. In the process of studying the existing literature, all the secondary informational data is used examples such as research papers, journal articles and online websites. An intensive lecture review was carried out by studying the various articles and journals, firstly similar definitions about Boutique Hotel from different authors and from different countries were collected. Secondly, the key words from each definition were listed out. Thirdly, the keywords with the authors were collected and the occurrence of each keyword was calculated forming a matrix. In this study, a survey questionnaire was designed. Several boutique hotels in Singapore were contacted and the respondents included the hotel operators. Questionnaires are the best method to obtain reliable information from the hotel operators. The important aspects of the questionnaires were to figure out few gaps. Firstly the gap between academic theory and real operation of a boutique hotel in Singapore and secondly also helped to define a boutique hotel in the Singaporean context. The main respondents of our survey were as follows:
  7. 7. BOUTIQUE HOTELS IN SINGAPORE 7 1. General Managers 2. Executive Managers 3. Departmental Managers These respondents were specifically chosen so as to gather viable information regarding boutique hotel operations. The profession in which these respondents are involved is the combination of both theoretical as well as practical implementations of boutique hotel concepts. Concept of Boutique hotel: This study collected the definitions of Boutique Hotels written by several authors and assimilated keywords which defined the boutique hotels. Boutique hotels is a new concept in the hotel industry, especially in Western countries. This trend has extended to Singapore. Nonetheless, there are conflicts regarding the unclear definition of “boutique hotels” which may ultimately affect the real experience provided by the sector. Definitions of Boutique Hotel: Boutique hotels are small with distinct architectural heritage or design that has a consistent theme reflected throughout the hotel. It was believed that the location and quality were some of the great attributes which influence the stay at boutique hotel. Some of the study concludes a possible definition of a boutique hotel that it should possess a unique theme and outstanding, personalized service. (Anhar, 2001) Boutique Hotels can be described as personalized, customized, unique and individual hotels with non-standard or thematic interior associated with quality, personal attention from staff, and generally higher prices which are considered reasonable because of the perceived quality of the products on offer. (Bykova, 2012) The concept of boutique hotel is strongly opposed to big chain hotels as it describes hotels reduced in size, located in prestigious areas, furnished with unusual furniture, and designed to offer an intimate and/or family atmosphere. Unlike big chain hotels, boutique hotels offer a unique experience. Certainly their small size can offer privacy and discretion to customers. Boutique hotels are able get to know customers very well and offer services tailored to their
  8. 8. BOUTIQUE HOTELS IN SINGAPORE 8 needs and preferences that large hotels cannot. (Aliukeviciute, Boutique hotels’ evolution, 2009) In another attempt to define boutique hotel, distinguishes common features which are found in today's modern version of boutique hotels. (Hartesvelt, 2006) Features of boutique hotels: Boutiques typically range from 20 to 150 rooms. The ability to provide the intense personal service required of a boutique becomes exponentially more difficult above 200 rooms. Upscale: It is almost impossible to offer a boutique experience below the upscale level of at least four stars. Restaurant: Boutique hotels usually have high-class restaurants. Not for large groups: Boutiques should have limited meeting space. When a boutique depends on the group meetingsegment for more than 10%-15% of its weekday demand, the hotel begins to lose its uniquepersonality. Building: Boutiques typically are housed in older, unique structures that have been converted from another use. These structures help the property exude a unique personality and often bring tax-credits that will help the project pencil out. Location: for a boutique is not as important as for a branded hotel. Lobbies: Boutique lobbies generally are much smaller than conventional hotels, which make the guest experience much more intimate Hotels dividing their style in modern and classical, as the establishment of country or metropolitan area, but regardless of category, all ensure safety and quality of service, peerless charm and easily accessible location, a warm, impeccable receiving. These hotels are often unique in terms of design and are designed with great care for the framework and with the central theme, which are visible from the scene until the general environments. It was found in the materials studied that the hotel's type name differs depending on the design, namely whether we are dealing with a contemporary design these hotels are called "design hotels" and those with a classic design / modern bears the name of "boutique hotels".( Rabontu, 2009)
  9. 9. BOUTIQUE HOTELS IN SINGAPORE 9 According to the study by Price Water House Coopers, PWC (2003), boutique hotels have formed a separate niche market of their own in the luxury/first-class hotel segment without being dependent on other hotel chain associations. These hotels have unique identities and highly modern characteristics, having an average of 86 rooms per hotel. The rooms combine modern designs with high-tech solutions and the most striking feature is the exclusive service and the genuinely personal customer/guest relations. (Coopers, 2003) Boutique Hotels are defined by the few terms: Cultural/Historic/ Authentic Individual Hotel/Not a Chain, Interesting, Unique Services Many, high quality in‐room features, Social Spaces such as living rooms, libraries with social events, Boutique Hotels are defined by the following terms: Cultural/Historic/ Authentic, Individual Hotel/Not a Chain, Interesting, Unique Services, high quality in‐room features, Social Spaces such as living rooms, libraries with social events. The most important defining features of boutique hotels are cultural, historical, authenticity; the boutique hotel is not part of a chain and that it provides interesting, unique services. Boutique hotels are typically small hotels that offer high levels of service. Boutique hotels often provide authentic cultural or historic experiences and interesting services to guests. Boutique hotels are unique. (Day, 2012) A term to describe intimate, usually luxurious or quirky and upscale hotel environments for a very particular clientele. (BLLA, 2013) A boutique hotel are generally not chain-affiliated, the features are intimate and have stylish appearance, and provide perfect amenities. These hotels are referred to as lifestyle or design hotels. This trend and related name began in the 1980s by Northern Americans. Many of these hotels are small, ranging from single digit rooms to fewer than 100, some of these are in major cities have well over 100 rooms. They are theme as hip and at other times historic, and some of them are unique in design, architecture, or theme. These hotels usually differentiates itself in these areas: design, service, and target market. Some of the hotels are themed, but many of them attempt to be unique by either offering themed rooms or by selecting an overall theme for the hotel.
  10. 10. BOUTIQUE HOTELS IN SINGAPORE 10 A boutique hotel is equally appropriate for business trips, a honeymoon, or a vacation. The target market are mostly is the 25-55 age range, most of them fall within the middle to upper income level. For some of the boutique hotels, the target market are the corporate traveler who will provide repeat business, refer others, are the ones whose business is not dependent on a particular season. Boutique hotels aims to offer an alternative to chain hotels, with differentiated looks and design. Boutique hotels typically range from 20 to 150 rooms. A similar feature that all such hotels share is their small size and low staff to guest ratio which allows them to provide personalized service and individual attention to their guests. These hotels have unique identities with artistic interior design s and high technology amenities. Boutique hotels are generally housed in heritage structures which exude a particular theme and iconic style. (Aliukeviciute, Boutique hotels’ evolution, 2012) Service is the distinctive feature that classifies a hotel as a boutique hotel. The goal of a hotel is to provide a superior level of customer service e. This means that the staff knows each guest by his or her own name and most of the hotels offer 24-hour guest services. Some hotels offer the comfort of canopy beds, bathrobes and fireplaces in the lobby to provide an exclusive and homely feeling to their guests, while others offer healthy cuisines, body and soul themes and on-site bookstores. As a boutique hotel varies in other features, so does it in is technological amenities. While some offer the latest in technology, others focus on a calm and soothing environment. To some patrons, the bed and breakfast concept may be popular and similar. Many hotels have a range of restaurants, as well as bar and lounge areas that are open to the public. As this trend continues to grow, many hotels market themselves as boutique, with most being small, and luxury ventures. (Rogers, 2013) Boutique hotel is small, but unique property, which provide the exceptional level of service to the affluent customers with the high prices. Boutique hotels have the character called ‘location- specific’ to the travelers. And also boutique hotels can be named as lifestyle or design hotels (Liana Victorino, 2005).
  11. 11. BOUTIQUE HOTELS IN SINGAPORE 11 Boutique hotel is eccentric, with a sense of humor. These should be appear in their room service and the design of the hotel decoration (Henderson, 2011). Boutique hotel is eccentric, with a sense of humor. These should be appear in their room service and the design of the hotel decoration (Henderson, 2011). Boutique hotel locations can only tend to be in the city. This means that Boutique hotel has a Bull’s – eye urban setting. A Boutique Hotel have a contemporary vibe & spirited guests to match. A boutique hotel is not a generic hotel. It strives to be one of its own kind, and has an independent attitude. Its custom is individualistic, too (Adner, 2011) Boutique hotel is eccentric have a sense of hilarity. These should be appear in their room service and the design of the hotel decoration (Henderson, 2011). Table 2: Characteristics of boutique hotels What defines a Boutique Hotel? What does NOT define a boutique hotel? Unique Old Fashioned Trendy Traditional Hip & Cool Business Hotel Intimate Standardized Design Oriented Low-Tech Warm Simple Thematic Impersonal High-Tech All-Inclusive Personalized Service Conformist Exclusive Bland Experimental Mainstream Inspiring Aspirational (Balekjian, 2011)
  12. 12. BOUTIQUE HOTELS IN SINGAPORE 12 Research and Findings: This study analyzed the definitions written by several authors and have listed out the common keywords enlisted by them (Appendix 1). Further based on the research formulate a definition of boutique hotel which is more universal in nature. “Boutique Hotels can be described as a hotel which is based on a specific theme which is eccentric, unique and nonstandard in nature. These hotels have an unusual interior, style, culture and display an independent attitude. They operate on a medium scale having maximum of 150 rooms and cater a niche market. These hotels are based on a central theme and the name of the hotel describes the theme of the hotel. They offer a variety of high class services such as a theme based bed and breakfast concept, which is rarely to be found in any other type of hotel. This type of hotels are appropriate for honeymoon, business or vacation.” To narrow down the concept of Boutique hotels in context of Singapore a survey was conducted in which 14 boutique hotels of Singapore participated. The survey was addressed to find out what exactly the boutique hotel operators think they are. There were few open-ended questions and few of the questions had multiple choices. These questions were answered briefly and the results were as follows. Q. What makes your Hotel’s name unique? The answers to this question were varied. Every hotel has its own unique name and no two hotels have the same reason to justify. The responses that were collected were closely examined to find out any kind of similarity between two names, but every single answer was unique in nature. The hotel operators choose their name which closely resembles the theme of the hotel and the concept of the hotel. This fact was stated in the examined literature of all boutique hotels in the world.Out of the responses it is evident that every boutique hotel in Singapore has its own significant name and the meaning behind it. Some of the names had their own meaning in some other language as well as origin. Their names are different to the rest of the hotels in the hotel industry.
  13. 13. BOUTIQUE HOTELS IN SINGAPORE 13 Q. Describe the theme of your hotel? The responses reveal that every boutique hotel operating in Singapore has its own distinct and unique theme. No two boutique hotels have the same concept. Based on the responses the key theme can be concluded to be true in the context of boutique hotels in Singapore. Some of the themes were based on the use of color in the hotel interior, based on the historical facts and on the basis of different moods and nature of the environment that the hotel intends to provide. Q. Why did you choose this location? Most of the responses said that the choice for location was because Singapore is strategically located in Asia and is a tourism hub of south East Asia. Most hotel operators tend to choose Singapore. Every hotel had its own reason to choose their location. Singapore being a center for both business travelers and leisure travelers. Some of the operators highlighted that Singapore is known to provide "local hospitality with a personal touch." The hotel operators choose a location near to some of the most highlighted places of Singapore are mostly preferred by the travelers. These hotels are majorly located at places which are surrounded by MRT stations, shopping and food centers and are located in the heart of the city where there is easy access to tourist spots. Q. Is the hotel an independent entity or part of an international franchisee? This question was put forward to the hotel operators to examine the individuality of the hotel. Hotels which are part of some hotel groups have to follow the guidelines and instruction framed for operation. Boutique hotel is created to provide something more than manufactured experience. Out of 14 responses from the hotel operators, only 3 are an international franchisee or a part of a hotel group. It can be concluded that most boutique hotels in Singapore are operating independently.
  14. 14. BOUTIQUE HOTELS IN SINGAPORE 14 Q. How many rooms do you have in your hotel? This question was left open ended for the hotel operators to answer. It was intended to create a range of the number of rooms. Boutique hotels in Singapore operate having minimum17 rooms and the maximum is more than 200. Majority of boutique hotels possess 40 rooms on an average basis. Q.What is the average age of your guests? A range of age groups has been provided for the respondents to choose from. From the responses obtained, the age group of guests visiting boutique hotels are from 26 years to 35 years. Q. What is the gender of your guests? Out of 14 responses recorded, it is found that 71% (10) of the guests in a boutique hotel are males and the rest 29% (4) are females. Q. What is the type of trip that your guests come on? From the universal definition of boutique hotels, respondents were provided with 4 options: Business Travelers, Family Vacation, Honeymoon and others. After analyzing the results, it is clear that boutique hotels are frequented primarily by business travelers (10) and secondly by families on vacation and couples on honeymoon trips.
  15. 15. BOUTIQUE HOTELS IN SINGAPORE 15 0% 20% 40% 60% 80% 100% Purpose of Trip Gender PROFILE OF GUESTS IN BOUTIQUE HOTELS, SINGAPORE Male Female BusinessT rip Family holiday FEMALEMALE Q.Do you provide personalized service to your guests? From the 100% result obtained in favour of personalized service, it can be concluded that boutique hotels do provide personalized services and individual attention to their guests. Hence this keyword has been proved to be right and appropriate. Q.Do you have distinctive interior designs such as artistic decor and state of the art lighting systems? 93% of the respondents agreed that they had distinctive interior designs in their boutique hotel. Hence, this keyword in the global definition of boutique hotels has been confirmed to be true. Q. Do you provide guests with a unique experience? The result concludes that all boutique hotel operators do have a unique and distinct theme which results in delivering an equally unique experience to their guests.
  16. 16. BOUTIQUE HOTELS IN SINGAPORE 16 Q. Do you provide a safe environment for your guests? The responses obtained shows that safety is priority for both hotel operators as well as the guests. As a result, this keyword has been confirmed to be true. Q.Is your hotel based on an exclusive theme? From the 12 responses obtained, it can be seen that boutique hotels are based on an exclusive theme. According to literature, this statement holds good and is true. Q. Do you have an Independent Attitude? From the 14 responses recorded, it can be concluded that all boutique hotels do have an independent attitude. The academic literature and the real time results prove the true relationship between them. Q. Which of the following best describes you as a respondent? Out of 14 respondents, it was found that 50% (7) were from the Middle Management, 43% (6) were Associates and Entry Level and the rest were from the Top Management. Definition in context of Singapore: The survey responses were evaluated and quantified. These responses were used further to generate some of the keywords that would enable to formulate a definition of boutique hotels in Singapore context. (Appendix 2) These keywords were further matched with the keywords generated from the academic literature study. Some of the questions asked in the survey were to confirm the characteristics of boutique hotels in Singapore. Some of the key findings of the quantitative methodology were as follows:
  17. 17. BOUTIQUE HOTELS IN SINGAPORE 17 A set of keywords were found and collected from the academic literature such as: distinctive interiors, personalized services, safety, exclusive theme, unique experience and an independent attitude. Our aim was to confirm these keywords existence in the boutique hotel definition in the case of Singapore. As per the results from the survey, it was confirmed that the existence of these keywords in the boutique hotel definition in Singapore. In Singapore, boutique hotels can be characterized by: • Medium to luxury services; • Central themes (usually unique, stylish and modern); • Matching interior (and sometimes exterior) design; and • Caters to a niche market (mostly business travelers). In Singapore, boutique hotels can be defined as “accommodation that offers medium to high quality services based on central themes that are typically unique, stylish and modern as typified by the property’s interior (and sometimes exterior) design, and usually caters to business travelers as the niche market”.
  18. 18. BOUTIQUE HOTELS IN SINGAPORE 18 References: Adner, R. (2011). Lifestyles of the Rich and Almost Famous: The Boutique Hotel Phenomenon in the United States. Aliukeviciute, M. (2009). Boutique hotels’ evolution. Hospitality Services, 2-3. Aliukeviciute, M. (2012). Boutique hotels’ evolution. International Journal of Contemporary Hospitality Management, 1-3. Anhar, L. (2001, December 13). The Definition of Boutique Hotels. Retrieved from Anhar Balekjian, C. (2011). Boutique Hotels Segment: The Challenge of Standing out from the crowd. London: HVS Global Hospiltality Services. BLLA. (2013). Boutique Hotels - Definitions. Retrieved from Bykova, N. (2012). Boutique Hotel. The Global Travel and Tourism Partnership, 1-5. Campos, D. F. (June 2012). Perceptions of Quality and Expectations of Hotel Services. Journal of Operations and Supply Chain Management, 5, 1-3. Rabontu, C., G. N. (2009). BOUTIQUE HOTELS - NEW APPEARANCES IN HOTEL INDUSTRY IN ROMANIA. Annals of the University of Petroşani, Economics. Clayton W.Barrows, T. P. (2009). Introduction to the Hospitality Industry. New Jersey: John Wiley & Sons. Inc. Coopers, P. W. (2003). Will the expected Rapid supply growth restrain the lifestyle hotel sector’s. Hospitality Directions, 11-15. Day, D. (2012). Boutique and Lifestyle Hotels: Emerging Definitions. 2-5. Retrieved from Hartesvelt, M. v. (2006). Building a better Boutique Hotel. Lodging Hospitality, 14. Henderson, J. C. (2011). Hip heritage: The boutique hotel business in Singapore. Singapore: Nanyang Business School. Hotel Management Hub. (2011, July 25). Classification of Hotels. Retrieved July 19, 2013, from Hotel Management Hub:
  19. 19. BOUTIQUE HOTELS IN SINGAPORE 19 Liana Victorino, R. V. (2005). Service innovation and customer choices in the hospitality industry (Vol. 15). USA: Emerald Group Publishing Limited. Rogers, C. (2013). What is a Boutique Hotel? Retrieved from Wise Geek: Hotel Management Hub. (2011, July 25). Classification of Hotels. Retrieved July 19, 2013, from Hotel Management Hub:
  20. 20. BOUTIQUE HOTELS IN SINGAPORE 20 Appendix 1: Keywords from Academic Literature: Author Repetition Personalized (Bykova, 2012), (Rogers, 2013) & (Balekjian, 2011) 3 Unique (Bykova, 2012),(Aliukeviciute, Boutique hotels’ evolution, 2009), (Cecilia IrinaRabontu, 2009), (Coopers, 2003), (Day, 2012), (Rogers, 2013), (Balekjian, 2011). 7 Interior (Bykova, 2012) 1 Experience (Aliukeviciute, Boutique hotels’ evolution, 2009) & (Day, 2012) 2 Safety (Cecilia IrinaRabontu, 2009) 1 Quality (Bykova, 2012),(Cecilia IrinaRabontu,2009)&(Day, 2012) 3 Theme (Cecilia Irina Rabontu, 2009) & (Rogers, 2013) 2 Unique Name (Cecilia IrinaRabontu, 2009), (Rogers, 2013) & Liana Victorino, 2005 3 Niche Market (Coopers, 2003) 1 20 to 150 rooms (Hartesvelt, 2006) 1 Cultural (Day, 2012) 1 Luxurious (BLLA, 2013) 1 Stylish (Rogers, 2013) 1
  21. 21. BOUTIQUE HOTELS IN SINGAPORE 21 Business, Vacations and Honeymoon (Rogers, 2013) 1 Location (Hartesvelt, 2006), (Cecilia IrinaRabontu, 2009) & (Liana Victorino, 2005) 3 Independent Attitude (Adner, 2011) 1 Eccentric (Henderson, 2011) 1 Appendix 2: Keywords from Hotel Operators Responses: Care Comfort Trendy Distinctive Sophisticated Modern Personalized Unique Premium Quality Influence mood Cultural heritage Independent attitude Stylish 17 to 200 rooms
  22. 22. BOUTIQUE HOTELS IN SINGAPORE 22 Appendix 3: Boutique Hotel Research Survey: Q1. What makes your Hotel’s name unique? Q2. Describe the theme of your hotel. Q3. Why did you choose this location? Q4. Is the hotel an independent entity or part of an international franchisee? Q5. How many rooms do you have in your hotel? Q6. What is the average age of your guests? 18-25 (1) 26-30 (2) 31-35 (3) 36-40 (4) 41-49 (5) 50 or above (6) Q7. Gender of your guests? Male (1) Female (2) Q8. Most of your guests come for: Business Trips (1) Family Holidays (2) Honeymoon (3) Others (4)
  23. 23. BOUTIQUE HOTELS IN SINGAPORE 23 Q9. Which of the following best describes you as a respondent? Top Management (1) Middle Management (2) Associates (3) Q10. We provide personalized service to our guests. Yes (1) No (2) Q11. We have distinctive interior designs such as artistic decor and state of the art lighting systems. Yes (1) No (2) Q12. We provide guests with a unique experience. Yes (1) No (2) Q13. We provide a safe environment for our guests. Yes (1) No (2) Q14. We are based on an exclusive theme. Yes (1) No (2)
  24. 24. BOUTIQUE HOTELS IN SINGAPORE 24 Q15. We have an Independent Attitude. Yes (1) No (2) Q16. Please rate the general quality of your hotel. Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5) Hospitality & Friendliness (1)      Bedrooms & Housekeeping (2)      Food Menu (3)      Pricing (4)      Style of service (5)     