There are over 74,000 clothing boutique businesses in the United States. Included in that high number are online boutiques, who have brought a unique frenzy to the retail industry. Trendy, stylish, and exclusive. There’s been shift from “you’re a predictable brand I trust” to “I am loving this exclusive boutique experience.” With more and more online boutiques popping up, shoppers are provided an unshared, chic, shopping experiences that doesn’t feel like the Gap store down the street.
Interesting enough, there is a similar pivot within the hospitality industry. Large hotel franchises and chains are changing their hotel concepts to reflect a more unique appeal that correlates to the city or town of their hotel location. These changes then compete with smaller, independently owned hotels who are gaining in popularity. The one-of-a kind charm is alluring travelers across the globe. Guests are constantly looking for what is postable, or the “social return,” according to a recent article by Kristen Morales. With more and more people waking up and looking at their Instagram accounts, posting incredible places they’ve been, the increase in social media influences, and Gen Z gearing up to lead the way, hotels are following suit and adjusting strategy.
Social Media’s Role
Social media has turned the hotel stay into much more than good service and a clean room. According to a new study by University of Georgia researches, it’s all about the ‘experience’.
Guests are taking to social media to post and show their followers and friends the brand-new experience they had. It’s all about the post and what that individual will get in return from sharing that post.
Bynum Boley, an associate professor in the Warnell School of Forestry and Natural Resources, says it best, “When you have all these choices out there, you’re going with the one that’s least risky. But service quality is so standardized now-there’s all these reviews online, and service quality is almost a given,” Boley said. “But there’s also a rising influence of people who want a unique experience and also want to be able to broadcast their travel experiences through social media.”
Showing Instagram or Facebook followers the different experiences you are able to have sets you apart. It’s easy nowadays to pull up reviews on a hotel to see how they rank with cleanliness and quality. Going above and beyond for a guest is providing them with an exclusive experience that only comes from them staying at your hotel.
Adjusting Your Focus
So what are major hotels doing to compete with the independent boutique hotel? They are securing their place in the hotel race with new glamorous and attractive accommodations. The Ranch at Rock Creek offers a Father’s Day getaway that is inspired by iconic film characters. Yes, dads can finally really feel like Jason Bourne or Indiana Jones. Or Mandapa, A Ritz-Carlton Reserve, provides kids with an enchanting education journey through the land of Ubud. Everything from yoga, rock painting, to dance fit, and shadow puppet making is provided.
Social Media Transparency
From retail to the hotel boutique experience, both industries have one thing in common, their need to be tech savvy in an ever evolving, competitive market. Transparency is vital as you build your online brand and community. Listening and responding to what is being said about your hotel franchise or independent hotel is a great step forward. For most consumers, the customer journey begins with online reviews. Whether they are seeking to find a new hotel experience or checking out a new shopping boutique. This drives behavior and decisions. Monitoring this activity helps you manage and promote your brand.
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