London boutique hotel sector set for major boom

Planning for second Boutique Hotel Summit underway against backdrop of recession-busting growth for boutique sector

London, the venue for Europe's only dedicated b2b conference for the boutique and lifestyle hotel sectors, is set for massive growth in the number of design-led hotel rooms.

As preparations for the second Boutique Hotel Summit get underway, a report from hospitality consultancy HVS reveals that London, which will host the 2012 Olympic Games, could see the number of design-led hotel rooms double by 2013, adding more than 2,500 rooms to the market.

HVS also predicts that another 18 London boutique hotels will open in 2013, the majority of which will be will independents, but including some operated by the likes of Hotel Indigo by InterContinental and Edition by Marriott.

In the last year, London has seen a wave of high-profile openings, including The Zetter Townhouse, St Johns’ Hotel and 45 Park Lane.

With so many more players in the market, differentiating a hotel's offer will become increasingly important. HVS says food — and more specifically ‘destination restaurants’ with distinct service offerings or famous chefs — will become the next big thing for boutique hotels.

“Hotels are no longer able to get away with passable restaurant offerings. Looking forward, we expect to see further partnerships evolve between chefs and boutique hotels in creating truly standalone offerings drawing in outside custom,” said one of the report's authors Cristina Balekjian.

The importance of the right F&B offerings and the benefits of having a name chef or destination restaurant will be just one of the hot industry topics debated at Boutique Hotel Summit 2012.

“Boutique hotels have become popular with guests partly because they offer a unique experience. In order to reinforce that feeling of exclusivity they will increasingly look to create a form of private space within the hotel, or introduce a club ‘network’, similar to a loyalty club, which would give the member access to various privileges,” added Balekjian.

Boutique Hotel Summit organiser Piers Brown said: “As the hospitality sector in general struggles in the current economic climate, the boutique hotel sector is going from strength to strength – and here in London we are at the very heart of it. We're really looking forward to welcoming back last year's delegates and meeting many more as we debate the future of this fascinating and vibrant sector.”

To download the HVS report click here.

For more information, and for speaker and sponsorship enquiries for the 2012 Boutique Hotel Summit, contact Piers Brown: [email protected], +44 (0)208 340 7989

2011 delegate and speaker feedback

"A very useful forum for all those involved in the Boutique Hotel sector with an excellent delegate list and well planned sessions. Our team learnt a lot and made some good new contacts."

Chris Boulton, CEO, yoo

"As a first time event, the Boutique Hotel Summit hit all the right notes in attracting an appreciably large number of delegates who were attracted by an impressive array of knowledgeable speakers and panellists, all experts in their own right and with lots of opinions to contribute on the boutique and lifestyle sector of the hotel industry. There were also innovative touches, such as tours around a couple of hotels, as well as lively interaction between the speakers and delegates throughout the day. Everyone seemed to be asking when next year's event is to be held!"

Russell Kett, managing director, HVS London

“For a small conference it had heavyweight speakers and guests, an interesting range of speakers and a diversity of attendees. Well done.”

James Fry, founder, SSAP LLP

“Excellent content, great networking opportunities and very good value for money.”

Ricky Kapoor, commercial director, The Edinburgh Collection

“An excellent networking opportunity - especially the cocktail reception. Good to have something specific to the boutique market rather than big chains.”

Caroline Cooper, hospitality business and leadership coach, Zeal Coaching

22/09/11