The third “Third Space” – marketing boutique hotels to Gen Xers and Baby Boomers

The dynamics of the hotel industry are gradually changing, with 'boutique' hotels increasingly coming to the fore, and not just among fashion-conscious consumers.

The third “Third Space” - marketing boutique hotels to Gen Xers and Baby Boomers

Boyd Farrow

In the next year, the dynamics of the hotel business look set to shift. For the last quarter-century, boutique hotels, with their invisible check-in desks, monsoon showers and “philosophies” have been a mainstay of the international fashion/style media, and the lifestyles it celebrates.

The concept of “hotel as lifestyle” can arguably be dated to 1984 when Ian Schrager, founder of Studio 54, the New York nightclub, opened Morgans, an aggressively minimalist hotel on New York’s...

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