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Corporate Lemmings Try To Create Downscale Boutiques

June 14, 2004 at 7:52 AM | 0 Comments

If every show on television can be reality based, why can't every hotel in America be boutique style?  That seems to be the thinking behind a new strategy being bantered about by several major hotel companies.  Everyone is talking about going "boutique" these days.

InterContinental Hotels Group, owner of the Holiday Inn flag, is working on opening the  Hotel Indigo chain complete with hardwood floors, area rugs and funky furniture. The first Hotel Indigo will open later this year in Atlanta.

Choice Hotels, the behemoth behind Comfort Inn, Econo Lodge among others, announced it's planning a chain of 400-500 boutique-style hotels featuring like flat screen TVs and supposedly hip decor. They have tentatively dubbed their new chain the Diplomat, and it is scheduled to open next year.

These chains are looking to convert many of their under performing properties into downscale boutiques.  The thinking is, by concentrating on fashion instead of function they may be able to up the price a bit (right around $100), but still attract the budget conscious traveler.

Though you will probably never read about Cameron Diaz hanging out at a Indigo, replacing the musty old Holiday Inn bedspread with Todd Oldham's Target bedding doesn't sound like a bad idea.

·    Budget Hotels Get Makeover [WSJ]
·    Hotel Indigo Web Site [Hotel Indigo ]