This research paper seeks to clarify and identify what are Penang Island’s
Boutique hotels’ successful factors by detecting those attributes driving
guests to choose such a special type of accommodation. To this extent, the
methods included a review of related literature and a survey of boutique hotel
guests in Penang Island, Malaysia. The findings supported those of previous
studies and may assist boutique hotels’ owners and operators to better
compete with other branded hotel chains, in order to satisfy their guests’
needs more effectively. Moreover, practical suggestions are made for existing
boutique hotel operators and those wishing and willing to enter this niche
market. Furthermore, the outcomes of this study may help hoteliers to gain
better understanding of this particular segment, and also to provide new
insights into the factors influencing consumers’ decision to purchase this type
of accommodation rather than others.