C-suite executives of four of Europe’s most innovative hotel companies spoke recently to explain that being boutique for the sake of it will lead nowhere, that differentiation is key as long as any offering is authentic, and that it is important to make sure authenticity is equably applicable to staff as much as to guests. The first point the panelists who participated in “Revolutionizing hospitality” at Deloitte’s European Hotel Investment Conference agreed on is that the term “boutique” is flung around far too liberally, but the niche is far from dead as long as brands have a definite vision and purpose. “There is a feeling among some that boutique is hastily made, and at high (average daily rates), but the idea of bringing luxury into boutique is a game-changer as it will introduce service,” said Christopher Norton, CEO, Equinox Hotels. Get the full story at HNN