Most guests stay in boutique hotels because it is fashionable to do so, not because of the facilities the hotels offer. boutique hotels are being marketed in a manner that is similar to many other goods, where the experience and the image are sold, rather than the product itself. Marketing an independent boutique hotel can be difficult, as there are generally financial restrictions and other resource restrictions. The main issue in marketing a boutique hotel or resort involves "sending a message" to the target market. Story development is more important than ever, which relates back to the special nature of the experience or location, or the history behind the creation of the hotel. The unique and easily related story must then be delivered through effective and affordable channels such as direct mail or direct sales, allied group marketing, affinity group travel planners, and public relations through press. Boutique hotels bring certain benefits in terms of operations and profitability. Besides strong customer demand, the economics are favorable for operators. For example, boutique owners do not have to pay a franchise fee to become part of a larger chain. The hotel can survive and succeed without such costly amenities as restaurants and ballrooms/meeting spaces; however, these amenities, when styled in a boutique manner, can bring significant additional profitability to the hotel's rooms revenue. Once established, boutique hotels also tend to have a higher percentage of repeat business compared to the industry in general, which may reflect a smaller degree of volatility when going through difficult economic times. Nevertheless, smart boutique hotels must continue to adapt to the incessantly changing needs, tastes, preferences, and fashions in order to remain competitive in the flourishing boutique hotel market