Boutique Hotel Brands Lure Travelers

It seems as if hotels have figured out at least one way to work around a challenging travel market -- create distinct brands that offer something different.

A North American hotel customer satisfaction report just released by J.D. Power and Associates shows that, over the past year, travelers are happier when they stay in newer boutique hotels as opposed to traditional branded hotels.

Starwood's Aloft (inspired by its W hotel brand) and InterContinental's Hotel Indigo were ranked highly in the report, probably because rooms at these boutique hotels cost between $130-$150 per night. That's less than what travelers would pay at a traditional hotel, and they sometimes get more amenities at the boutiques.

Mark Schwartz, head of J. D. Power's travel practice, tells USA Today that the boutique hotels and their rates "stand out" to consumers. "The unique boutique properties, Aloft and Indigo, both are a little different than the (other) brands in the upscale segment," he says.

Indeed, both Aloft and Indigo, are quirkier and more contemporary than traditional hotels. They each adapt to the local culture of the city they're in and emphasize arts and music. Aloft, for instance, offers DJ nights (see above) to expand the brand into an experience for its guests. Such hotels tend to be trendier and more stylish, built from the start with open space and wireless Internet connections.

Hyatt's Hyatt Place also ranked highly, with customers approving of the hotel's public spaces and guess rooms. All Hyatt Place locations have been built or renovated with the last four years.