What are the differences and similarities of boutique and lifestyle hotels for professionals, consumers and students
Götz, Irina (2015)
Götz, Irina
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505229567
https://urn.fi/URN:NBN:fi:amk-201505229567
Tiivistelmä
Lifestyle hotels are a current topic of interest in the lodging industry. As they continue grow-ing rapidly, this phenomenon raises the question: if there is a difference between boutique and lifestyle hotels. Hence, the objective of this study is to investigate if consumers’ and students’ interpretations of boutique and lifestyle hotel match professionals’ opinions.
The scope of this paper involves three stakeholders, specifically industry professionals the creators of both concepts, guests consuming either products and students who can adapt to the two perspectives. To create the foundation for the comparison experts’ opinions arediscussed over various channels including results of previous research, individual opinions of current hotel representatives as well as collective viewpoints shared during panel discussions or on online lodging platforms. Furthermore, additional experts from relatedprofessions, such as hospitality lecturer, architects or consultantsareconsidered.
Moreover, a combination of two qualitative methods is applied to gather data by using the desk research technique and conducting a focus group interview. When executing the desk research method content analysis tools are appointed to detect professionals’ viewpoints, which form the foundation of this study. The same principles are used when presenting consumers’ associations with both hotel types by analysing Trip Advisor reviews of two rep-resentative properties in Helsinki, Hotel Haven and Glo Kluuvi. Additionally, a focus group interview is conducted with eight Haaga-Helia students, who can adapt to professionals’ as well as consumers’ roles.
The findings gathered suggest that on a superficial level all three parties involved share the same understanding, but when analyzing those characteristics more closely it can be seen that those factors are very basic and therefore can be applied to any accommodation es-tablishment. Those elements are location, service, design and facilities, which are physical-ly presented in every property. Also, when analyzing the emotional response from all stake-holders involved similar results can be recognized. These attributes comprise comfort, a peaceful atmosphere as well as if the experience is recommendable, which apply to any accommodation property and cannot be merely used to determine boutique or lifestyle ho-tels. Consequently, the outcome of this study is that the stakeholders involved are not par-ticularly aware of the differences between boutique and lifestyle hotels.
The scope of this paper involves three stakeholders, specifically industry professionals the creators of both concepts, guests consuming either products and students who can adapt to the two perspectives. To create the foundation for the comparison experts’ opinions arediscussed over various channels including results of previous research, individual opinions of current hotel representatives as well as collective viewpoints shared during panel discussions or on online lodging platforms. Furthermore, additional experts from relatedprofessions, such as hospitality lecturer, architects or consultantsareconsidered.
Moreover, a combination of two qualitative methods is applied to gather data by using the desk research technique and conducting a focus group interview. When executing the desk research method content analysis tools are appointed to detect professionals’ viewpoints, which form the foundation of this study. The same principles are used when presenting consumers’ associations with both hotel types by analysing Trip Advisor reviews of two rep-resentative properties in Helsinki, Hotel Haven and Glo Kluuvi. Additionally, a focus group interview is conducted with eight Haaga-Helia students, who can adapt to professionals’ as well as consumers’ roles.
The findings gathered suggest that on a superficial level all three parties involved share the same understanding, but when analyzing those characteristics more closely it can be seen that those factors are very basic and therefore can be applied to any accommodation es-tablishment. Those elements are location, service, design and facilities, which are physical-ly presented in every property. Also, when analyzing the emotional response from all stake-holders involved similar results can be recognized. These attributes comprise comfort, a peaceful atmosphere as well as if the experience is recommendable, which apply to any accommodation property and cannot be merely used to determine boutique or lifestyle ho-tels. Consequently, the outcome of this study is that the stakeholders involved are not par-ticularly aware of the differences between boutique and lifestyle hotels.