Local industry watchers believe that the rise of boutique hotels is beginning to reshape the capital’s accommodation landscape. In providing a refreshing alternative that appeals to the trend-conscious consumer of today, these establishments are now targeting individuals stimulated by creativity and individuality.
For Michael Vanderstoep, founding partner of London-based MV Hotel Consultants, boutique hotels occupy a special niche in the marketplace.
“It’s really quite simple, these establishments must stand out from the crowd otherwise they will go under,” Vanderstoep said, adding that basic features such as location, theme, style or simply the furniture used in rooms and public areas have to be noticeably “sharper” to outweigh their contemporary rivals.
The boutique hotel is a recent industry development that is believed to have first appeared in major cities such as New York, London and San Francisco in the 1980s. Also known as “design,” “lifestyle” or “bespoken” hotels, the size of such establishments is relatively small compared to mainstream hotels, usually offering no more than 70 rooms.
In addition, boutique hotels tend to be independently branded and operated. But given the increasing popularity of these establishments, major hotel operators such as Marriott International Inc., Kimpton Hotel & Restaurant Group LLC and Starwood Hotels & Resorts Worldwide Inc. are now muscling in on the market.
As opposed to the standard-sized full-service hotel with numerous rooms and a wide range of recreational facilities, boutique establishments attract guests with their avant-garde designs, the promise of a unique experience, and personalized service.
According to Vanderstoep, Taipei’s boutique hotel industry has energy and innovation coursing through its veins. “Some very creative and hip people are involved in the design and marketing of this city’s boutique hotels.”
Yet, this does not come as a surprise to the international consultant, who has advised on developments in Canada, Japan, Malaysia and New Zealand. “The diversity of influences that exist in Taiwanese society has helped set Taipei’s boutique establishments apart from similar operations in say Seoul or Shanghai,” Vanderstoep said. “What you see there are sub-standard copies of successful establishments in the West. But here, a boutique hotel is a destination in its own right.”
The Ambience Hotel, located in central Taipei’s bustling Zhongshan District, fits into Vanderstoep’s positive take on the city’s boutique hotel industry. Created from the shell of a dilapidated office building in mid-2005, the hotel is considered by industry experts as Taipei’s first design-lodging establishment.
Featuring a white theme throughout, the interior is furnished with iconic pieces from internationally renowned designers Philippe Starck and Ferruccio Laviani. The look is big-city chic that offers guest an opulent feast for the eyes and soul.
Ambience Hotel Deputy Manager Diana Dai credits the 60-room establishment’s look to the visionary talents of Taiwanese architect Lee Wei-ming and designer Ted Su. “They successfully transformed the building into a design hotel based on the concept of unpretentious minimalism and simplicity,” she said. “Every room seamlessly carries this theme.”
Dai explained that the hotel’s modernistic style appeals enormously to foreigners, with nearly 70 percent of the clientele from overseas. “Such a cutting-edge design does not seem to resonate as strongly with the locals.”
As a way of standing out from the competition, the Ambience regularly changes things up by introducing installation art works to suit the tastes of their guests.
“The hotel’s ‘personality’ matters a lot as creating surprises for the guests plays an essential role in our management philosophy,” Dai said, adding that the Ambience promotes local art events and also sends complimentary exhibition tickets to guests.
But for Dai, what truly distinguishes the hotel from the norm is the connection that staff members establish with guests. “We insist that staff commit the names of all people staying here to memory,” she said. “Providing the highest level of personalized service has always been a priority. And this insistence on quality service is widely appreciated and recognized by our clients.”
Echoing Dai’s sentiments on customer service, Vanderstoep said this is what sets boutique hotels above the rest. He also believes that a city’s commercial and cultural features play a critical role in the success of boutique establishments.
“Look at Taipei,” he said, “it has a wide range of easily accessible fashion, food, shopping, cultural sites and activities. All of these contribute to the fast-growing boutique hotel business.”
Looking at other Asian cities, Vanderstoep noted that Tokyo is a “seriously big city,” which is almost impossible to get around in. Singapore, on the other hand, is more accessible, but aside from business and shopping, there is “not a lot to do,” he added.
As for Shanghai, “it is interesting in parts but the veneer of modernity is wafer-thin. Also, what cultural sites and relics that survived the communist takeover have a disinfected feel about them,” Vanderstoep said. “If someone wants traditional Chinese culture, head to Taiwan.”
But Vanderstoep cautions that the central government’s lack of focus when it comes to Taiwan’s inbound tourism policy might cut the legs out from under the prospering local boutique hotel industry.
“Chinese tourists travel on package tours,” he said. “They won’t pay for unique accommodation experiences like Western and Japanese visitors.”
As far as Vanderstoep is concerned, the government needs to start listening to some of the big players in the local hotel business. “More can be done then to promote Taiwan in First World markets,” he said. “The industry has enormous potential, but everyone needs to be on the same page.”
When asked whether he would recommend Taipei as a viable option for foreign boutique hotel investors, Vanderstoep shook his head. “I like what I’ve seen in this city but without large numbers of Western or moneyed tourists, foreign investment in Taipei’s boutique hotel industry does not make sense,” Vanderstoep said.
“This is not to say that foreign investors should not revisit Taipei as an option in future,” he added. “Once the government realizes [mainland] Chinese tourism is not the answer and switches its focus back to other markets, new opportunities will emerge.” (JSM)
write to Chiayi Ho at chiayi@mail.gio.gov.tw