The small inn, bed & breakfast, and boutique lodging industry is bustling with opportunities for those willing to put in the work, time, and investment. Today’s traveler is evolving, expecting and demanding elevated amenities and services. They take notice, share their experiences digitally, and return often when those expectations are met or exceeded. For small properties looking to attract, capture, and retain these guests, it’s essential to continuously improve and innovate.
The Key to Success: Elevating the Guest Experience
The modern traveler is willing to pay more for an outstanding guest experience. What does this mean in practical terms? It’s about delivering excellence in food, rooms, linens, communications, amenities, extras, and activities. These elements are not just add-ons; they are essential components that set boutique properties apart from larger hotels.
Here are the top five things a small lodging property must do to excel and thrive in this competitive market:
1. Passionate and Engaged Staff
You and your team are the heart of the guest experience. Hiring and retaining passionate, engaged staff who share your vision is critical. Guests can sense when owners and employees are genuinely invested in creating a memorable stay. Staff training should emphasize personalized service, anticipating guest needs, and problem-solving to enhance their stay.
2. Investing in Infrastructure and Modern Amenities
Balancing charm and modern comfort is key, whether you operate an historic inn or a chic new lodge. Putting yourself in the “guest’s shoes” helps to make these important decisions. We recommend packing a bag and staying in the guest rooms to assess its usability and comfort. Consideration must be given to:
- High-quality fixtures, baths, fittings, and finishes
- Thoughtfully designed rooms and common areas
- Luxurious cotton linens, bedding, and curated furnishings
- Reliable high-speed internet and smart room technology
- Effective and quiet heating and cooling systems (HVAC)
Investing in these areas not only improves guest satisfaction but also positions your property as a premium destination.
3. Strategic Marketing and Partnerships
To effectively communicate your vision and attract the right guests, you must align with strategic marketing partners and vendors. This includes:
- Hiring a hospitality marketing agency with expertise in reaching your target guest
- Employing a strong booking engine (property management system) for a seamless guest reservation experience
- Ensuring high-quality hospitality photography and compelling storytelling
- Optimizing guest reviews and reputation management strategy
- Leveraging social media, influencer, and travel blogger partnerships
Being featured in respected travel publications can significantly boost your property’s reputation, visibility, and bookings.
4. Continuous Evolution Based on Guest Preferences
The industry is not what it was 10 years ago—or even pre-pandemic. Properties that struggle are often those that haven’t evolved. Staying ahead means:
- Understanding and adapting to traveler trends
- Offering unique, personalized experiences
- Elevating sustainability initiatives to appeal to eco-conscious travelers
- Ensuring seamless digital communication and booking experiences
The key question every property should ask: “What more can we do to continuously elevate the guest experience and deliver greater perceived value?”
5. Delivering and Substantiating Perceived Guest Value
When guests feel they are receiving exceptional value, they are willing to pay more. This value is created through:
- Curated local experiences (wine tastings, guided tours, wellness retreats)
- Complimentary upscale amenities (organic toiletries, luxurious cotton linens, welcome gifts, gourmet breakfasts and snacks)
- Personalized touches that make guests feel special
- Thoughtful concierge-like service that anticipates and solves traveler needs
Industry Associations for Lodging Professionals
For those in the boutique lodging industry, connecting with industry associations can provide invaluable resources, networking opportunities, and guidance to help properties succeed. Consider joining these organizations:
- Association of Lodging Professionals (ALP) (https://www.alplodging.org/) – Offers education, advocacy, and resources tailored for small lodging professionals. You can even join as an “Aspiring Lodging Professional” as you explore your future in hospitality.
- Select Registry (https://selectregistry.com/) – A collection of high-quality independent lodgings that adhere to rigorous standards of excellence.
- Boutique Lifestyle Leaders Association (BLLA) (https://blla.org/) – Supports boutique hotels and businesses with industry insights, events, networking, and investor opportunities.
The Bottom Line
The small inn and boutique lodging industry is thriving because of its ability to offer unique, personalized, and high-quality guest experiences. Unlike large hotels, these properties can adapt quickly, offer exclusive touches, and create genuine connections with their guests.
For those who embrace change, continuously refine their offerings, and invest in guest satisfaction, the future is bright. Success isn’t about maintaining the status quo—it’s about evolving with guest expectations and consistently delivering beyond them.
Are you ready to purchase your next property or to take your existing property to the next level?
The opportunity is there for those who seize it. Reach out to Inn Advisors and speak with Marco or Carol to learn more about buying the best property to reach your goals, or to explore guest experience options to elevate your market position and maximize your return on investment (ROI).