By Robin Roberts
Boutique Hotels have long attracted travellers who prefer a small, charming, unique property with an emphasis on personal, intimate service. According to Future Market Insights Inc., the sector in Canada is forecast to grow more than seven per cent through 2034.
Boutique hotels typically set themselves apart through their personalized service; greater attention to design and decor, often by local craftspeople; art that reflects the culture or history of the city where they’re situated; and sustainably and locally sourced food. The hotels are generally smaller, independently owned, often located in fashionable districts, and exude a distinctive personality and character.
Personalized Service
Because of their smaller size, fewer rooms and higher staff-to-guest ratio, boutique hotels can offer a more personal touch.
“For most reservations, guests receive handwritten welcome notes thanking them for their business and asking them to contact me directly if I may be of service during their stay,” says Jeremy Roncoroni, general manager of Vancouver’s St. Regis Hotel, adding management is free to create customized service such as cooked-to-order breakfast, in-room amenities based on guest preference, and curated recommendations for local dining, events, and experiences.
Alexandre Cossette, Marketing director for Montreal’s Hôtel William Gray, says the staff collaborates with local brands and cultural figures so guests can immerse themselves in the city’s vibrant arts scene.
“We partner with Igloofest, a major Montreal winter festival, to offer guests exclusive experiences,” says Cossette. “We also work with fashion brands like Le Cartel and Pajar to highlight Montreal’s unique style. And, we’re collaborating with Philippe Fehmiu to curate custom playlists that feature local artists, enriching the hotel’s atmosphere.”
Jeanette Costa, SVP of Sales and Marketing for Crescent Hotels & Resorts, says the company’s properties, which include the Varscona Hotel on Whyte in the heart of Edmonton’s historic Old Strathcona district, offer a personal touch through customizable welcome gifts such as artisan chocolates, specialty drinks, or handmade crafts. Guests can also choose their own in-room music playlist and scents.
Crescent will also assemble a customized itinerary based on guest interests, such as private art studio tours, immersive cultural workshops, or off-the-beaten path hikes led by local guides and adventure companies. The Josie Hotel in Rossland, B.C., for example, arranges tours that highlight the area’s gold rush roots.
Future trends for this sector include offering company retreats featuring bespoke team-building or wellness experiences that incorporate a property’s unique grounds, gardens, woods, spa facilities or yoga patio.
Difference in Design
To achieve the personality and originality inherent in boutique hotels, Vancouver-based Ste. Marie Art + Design has devoted an entire team to concept and envisioning.
“We look for narrative and anecdotal stories [to get] an authentic connection to the space,” says Craig Stanghetta, partner and creative director, Ste. Marie Art + Design. “We ask about an owner’s standards, values, niche, what makes them singular, what defines them and their story. Then, we use our imaginations to interpret that and be as creative as we can.”
Stanghetta points to an example of the firm’s imagination at work in an upcoming Vancouver property once occupied by a manufacturer of mid-century modern lights. To highlight that history, his team is salvaging reclaimed architectural pieces to graft into the space.
“Additionally, if there’s a deep colour story, we either create a custom art program or work with art consultants to enhance and define the narrative that can and should only exist in that one place. It could be tile, hardware on a door, or [particular] signage,” says Stanghetta.
Roncoroni says designer Elaine Thorsell of BOTI Interiors worked alongside owner Rob Macdonald to create the historic look of the St. Regis. “The guestrooms blend heritage real wood furniture with contemporary muted tones for a timeless feel of refinement. The collection of original artworks was procured by our consultant David Cook and each piece was picked by the owner and designer.”
For Montreal’s William Gray, the focus was on melding history and modernity to reflect the stylish city. “Housed in two restored 18th-century buildings, the hotel offers a strong connection to the city’s heritage while providing guests with an authentic experience,” says Cossette. “The hotel also features a curated art collection, showcasing international and local artists that reflect Montreal’s vibrant art scene.”
Crescent’s Josie Hote collaborated with architect Song Chia of FAB Studio and Kimberly Miller of Design DMU to move the mountains inside through earthy tones, rich panelling and coffee tables made from recycled local wood by Rossland, B.C. woodcraftsman Lloyd Henderson.
Historic details, such as mining photos, maps and artifacts, as well as subtle flecks of gold throughout the hotel, reflect the region’s mining heritage. Two refurbished chairlifts from Red Mountain decorate the hotel lobby as an homage to the popular ski town.
Adele Rankin, managing principal and global design lead for CHIL Interior Design in Vancouver, says, “There’s a balance to strike between expressing the concept so that the guest can understand it and making sure you aren’t doing too many themes. The key is to have those memory points that guests can take with them.”
With The Dorian, Autograph Collection in Calgary, for example, Rankin and her team used custom lighting design and strong, saturated colours in fabric and wall coverings to conjure the Victorian era of Oscar Wilde’s famous novel The Picture of Dorian Gray. They even created original art and millwork that highlight the fractured mirror from the climax of the book. At the Delta Calgary Downtown, CHIL designed lighting in the style of a large custom canoe that hangs over the hotel’s Shoe & Canoe Public House to honour early cartographers who navigated and mapped trade routes by canoe.
Small-Scale Sustainability
Most travellers are increasingly choosing hotels with strong sustainability commitments and green initiatives.
“We source chemicals that have minimal effect on the environment,” says Roncoroni. “We have a strong recycling program to support our complimentary FIJI water, and we sort all other waste. In 2022, we moved from individual plastic, personal-sized bottles of L’Occitane products to L’Occitane dispensers, equating to a reduction of roughly 80,000 plastic bottles per year.”
Hôtel William Gray’s sustainability practices include energy-efficient lighting, water conservation, and recycling programs. “The hotel also sources local, seasonal ingredients for its restaurants, and in-room amenities are eco-friendly, with a focus on reducing single-use plastics and minimizing waste,” says Cossette.
Technology and Automation
Just because boutique hotels are typically small doesn’t mean they can’t be big on technology.
“We recently introduced swipe-room entry, wireless phone chargers, Nespresso single-brew coffee systems and Chromecast enabled TVs,” says Roncoroni. “This year, we replaced all of our exterior electrical signs, including our iconic St. Regis neon sign, with new, low-draw LED fixtures made from recycled materials.”
Cossette says the Hôtel William Gray has integrated a chatbot that assists guests throughout their entire journey. “Before booking, the chatbot provides information about rooms, amenities, and special offers. It can assist with pre-arrival arrangements, such as dinner reservations or spa appointments. And, during a guest’s stay, the chatbot offers real-time access to room service, housekeeping, or local recommendations directly from their mobile devices. While we are strong believers in the importance of human service, we also recognize the need to adapt to the preferences of a new generation of travellers.”
Above all, a boutique hotel should send guests home with lasting memories of their stay. Ambience, atmosphere and a unique sense of place are often what lingers with guests the longest, which is why design and decor are so important.
“We encourage the operator or asset owner not to repeat or mimic [other properties],” says Stanghetta. “When people develop their own standards of services, whether it be through food, music, art, activities and events, everything goes through that one lens and you end up being a place that is unrepeatable. That’s your way to stand out.”
