June 24, 2021

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A Seem at Boutique, Smooth-Brand Lodge Supply and Overall performance

2 min read

Unbiased boutique hotel offer and soft-manufacturer hotel offer has developed in the earlier decade, and resorts in these segments have weathered the pandemic superior than branded resorts in some situations.

In accordance to The Highland Group’s Boutique Hotel Report 2021, unbiased boutique hotel offer has grown 5% in the previous 10 many years although gentle-brand collection offer has increased 19%.

The interactive chart beneath exhibits a handful of examples of unbiased boutique inns and comfortable-branded houses in the U.S. Click on on every image for extra details.


The Highland Team defines unbiased boutique motels as style-centric exceptional houses that are not affiliated with a big nationwide franchise but can be grouped underneath the similar ownership. Examples consist of Aspiration Resort Group and Graduate Motels.

At the conclusion of 2020, there have been 850 independent boutique accommodations in the U.S. with 93,238 rooms.

In terms of distribution, the most boutique lodge rooms ended up identified in the upper-upscale and luxury class segments at 37% and 34%, respectively. Impartial boutique hotel rooms make up 19% of the upscale class and 10% of the midscale course.


At 12 months-conclude 2020, gentle brand names comprised 455 accommodations with 69,528 rooms in the U.S. The higher-upscale course phase has the premier distribution of smooth-manufacturer rooms with 58% of inventory although the upscale course makes up 23%. The normal dimensions of a new-make, smooth-brand name lodge is 138 rooms.

Marriott International’s Autograph Assortment is the most significant comfortable brand name with 22,472 rooms.


In comparison to branded motels in the marketplace, independent boutique inns and gentle manufacturers fared relatively greater throughout the COVID-19 pandemic, in accordance to The Highland Group’s Boutique Hotel Report 2021.

Like other resorts in the U.S., boutique inns shut in March and April of 2020 at the onset of the pandemic, but some chain scales of boutique properties’ area supply improved a lot more immediately from June and all through the 12 months.

Some boutique inns started retiring price special discounts in the latter portion of 2020, letting them to increase income for every available place.

Whilst 2020 effectiveness metrics were down across the board in comparison to 2019 figures, boutique resorts reported a steeper occupancy drop (-51.3%) than all other resort types (-49.8%) in the marketplace. On the other hand, boutique hotels observed declines in average daily amount of 17.4%, which outperformed similar lodges that described price fell 22.6% 12 months above yr.

Boutique motels also noticed much less of a decline in RevPAR. Boutiques noticed a drop of 59.8% even though similar accommodations saw a decrease of 61.1%.

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