The main factors individuated by guests as to support
their preference in the choice of boutique
accommodation consist of: individualization and
personal services, the availability of ready help and
the attention from friendly staff in a homely
environment with unique architecture. These factors
contrast with the services provided by traditional
hotel accommodation. This factor may alert that the
standard offer of traditional hotels is not attractive for
those consumers seeking for alternative types of
accommodation. In this study, the uniqueness of
boutique hotels as cozy places with a specific
architecture and special interior design is recognized
as a differentiation strategy. This factor allows
boutique hotels to compete with branded hotel chains,
and consequently it is recommended that uniqueness
should become the major driving force behind the
consumer’s decision towards Boutique
accommodations.