Branding “boutique” so overused it has become relatively meaningless : Travel Weekly - The National Newspaper of the Travel Industry ::

:: Travel Weekly - The National Newspaper of the Travel Industry :: Kimpton will pull the wraps off a marketing campaign today that is expected to drop the use of the term “boutique” when describing the hotels.

Hotel officials claim the term has been so overused in the industry that it has become relatively meaningless. Instead, the chain of 38 hotels is now calling itself a “Lifestyle Hotel Collection...Kimpton Hotels also intends to promote what it calls the five core elements of what the chain stands for: care, comfort, style, flavor and fun.

According to LaTour, the core elements refer to “Our individuality, along with our commitment to care on a number of levels; our wish to provide comfort; and our sensibilities when it comes to style, flavor and fun are what remain at the heart and soul of the Kimpton hotel experience. That experience is what keeps guests coming back.”