Why boutique hotels matter more than ever

I have spent over two decades staying in hotels of every shape and size. Grand names. New openings. Clever concepts designed to impress at first glance. And yet, the places I return to, talk about and recommend without hesitation remain the small, independent hotels run by people who care deeply, who see the hotel as their baby and passion project. Where they are directly involved in the day-to-day running of the hotel with early starts and late finishes - the true nature of hospitality.

Boutique hotels matter because they feel human. You notice it immediately. Someone looks up when you arrive. Someone knows the building, the history, and the room you’re staying in. You’re not processed through a system with a name badge. You’re welcomed into a place as an individual by an individual.

In an age where travel increasingly feels templated and contrived, boutique hotels offer something rarer. Individuality, attention to detail, personality and charm. Rooms that don’t repeat themselves floor by floor. Bathrooms are designed for comfort rather than efficiency. Lighting that feels natural and in tune with what a guest would like, rather than designer lighting that serves no purpose other than to look good. These details don’t happen by chance. They come from owners who stay in their own rooms (essential!) and notice what works and what does not.

There’s also an emotional element that many larger hotels struggle to replicate. Boutique hotels often sit at the heart of a community. They support local suppliers. They employ locally. They give towns and villages reasons to stay relevant. When a good independent hotel closes, something far bigger than a business disappears.

Guests feel this instinctively. People return year after year because they feel known. They trust the standard. They trust the experience. Loyalty is earned quietly through consistency and care.

This is why I continue to champion boutique hotels. Not because they are fashionable, but because they remain relevant, resilient and deeply loved by those who find them.