The Hotel of the Future: Overcoming Challenges and Embracing New Roles


The hotel industry is in a period of significant evolution and opportunity, with traditional hotel brands facing numerous challenges. Boutique hotels, in particular, must find ways to differentiate themselves in an increasingly competitive market. According to IBIS World, there has been a 6.1% growth per year in the boutique hotel industry since 2009. Deloitte's "Hotel of the Future" report reveals that 1 in 4 travelers allocate more than 75% of their share of wallet to their preferred hotel brand. In this blog post, we will discuss the challenges faced by the hotel industry and explore the solutions presented in Deloitte's report. By adopting the roles of curators, matchmakers, neighbors, architects, and choreographers, boutique hotels can create unique, personalized experiences and remain relevant in an ever-changing landscape.


Decreasing value of brands: One of the biggest challenges hotels face is the decreasing value of their brands and their shrinking base of loyal guests. Encroaching third-party intermediaries are increasingly pigeonholing hotels into a smaller portion of the guest’s overall travel journey. To stay relevant, hotels need to develop a stickier brand that can’t easily be replicated.

Market oversaturation: The entrance of Airbnb and the growing demand for unique experiences have led to a surge in new hotel brands. Brands will increasingly find it difficult to differentiate with the rush to boutique-style hospitality.

Restrictive brand requirements: Guests want to engage the local scene, yet brand requirements are still too restrictive for properties to embrace the local community in any meaningful way beyond incorporating new aesthetics.

Narrow business models: Hotels have traditionally focused on getting heads in beds, which often pits conflicting business models of owners with brands and prevents optimization for both parties. Hotels need to rethink the one-to-one relationship of space to utility to explore a combination of options.

Solutions: Embracing New Roles

Curator: As a curator, a boutique hotel integrates external partnerships to keep hospitality fresh and relevant. By delivering a variety of environments that support guests' desired mindsets and providing delight through choice and exploration of new experiences, boutique hotels can create unique offerings that guests can't find elsewhere.

Matchmaker: In the role of matchmaker, a boutique hotel reimagines guests as equal participants in building personal connections with the brand and between guests. By creating a culture around the brand and allowing the brand to be defined by a network of guests, boutique hotels can foster loyalty and cultivate an engaged community.

Neighbor: As a neighbor, a boutique hotel expands into the local community and engages with locals. This role involves becoming an active participant in the community, fitting into the surrounding context while maintaining the overall branded experience and service. Boutique hotels can enhance their appeal and offer guests a genuine connection to the local culture.

Architect: The architect role sees boutique hotels utilizing and repurposing space and assets to maximize their potential. By offering multipurpose spaces that cater to various needs, from co-working to socializing, boutique hotels can create flexible environments that serve as a backdrop for a diverse range of experiences and activities.

Choreographer: As a choreographer, a boutique hotel focuses on processes and services rather than physical space and real estate assets. By offering personalized virtual concierge services, streamlined check-in processes, and curated travel packages, boutique hotels can elevate the guest experience and differentiate themselves from competitors.


By adopting the roles of curators, matchmakers, neighbors, architects, and choreographers, boutique hotels can overcome the challenges faced by the hotel industry and create unique, personalized experiences for their guests. Embracing these transformations and prioritizing the human touch is essential for boutique hotels to stay relevant and thrive in an ever-changing landscape.

By integrating experiences, people, cultures, spaces, and processes, boutique hotels can redefine hospitality and become an indispensable part of their guests' lives. In doing so, they can establish a strong brand identity, foster long-lasting loyalty, and secure a competitive edge in a saturated market. The hotel of the future will be an adaptive, responsive, and community-oriented entity that serves as a nexus for memorable experiences and genuine human connections.

For the full Deloitte report, see the link here.