Going out of their way

Small Boutique hotels getting more popular because they place a premium on customer service and unique design

What is the best hotel out of approximately 2,600 in Shanghai?

It is not a luxurious heritage hotel on Shanghai's historic Bund, nor one in the city's financial district Lujiazui area.

According to the travel website Tripadvisor.com, it is Les Suites Orient Bund Shanghai, which opened in May 2010 and is located near the Bund.

The boutique hotel, which received investments from China's largest port operator Shanghai International Port (Group) Co Ltd and US-based conglomerate Pen Holdings Inc, is managed by Les Suites Taipei. The New York Times and New York Magazine both ranked the hotel chain as the best in Taiwan.

Boutique hotels, which originated in the United States and the United Kingdom in the 1980s, are becoming more popular in China.

According to TravelDaily.cn, a travel information website, the number of boutique hotels that cooperate with Ctrip.com International Ltd, a popular travel agency in China, has increased at least 200 percent from 2008 to 2010.

Boutique hotels in China are mainly located in major and affluent cities such as Shanghai, Beijing, Hangzhou and Nanjing.

For Les Suites Orient Bund Shanghai, average occupancy for the hotel in 2011 was 70 percent, while the average occupancy of five-star hotels in China was 63.85 percent.

"Although the number is lower than 2010 when the World Expo was held in Shanghai, it's still substantial. It shows the business has returned to normal levels and that we have well established ourselves among our target customers," says Joseph Pi, chief operating officer of the hotel.

Pi says boutique hotels will grow in popularity in cities throughout China.

"Business travelers are often under more pressure and have to work for longer hours when they are on a business trip. The unique boutique hotels can help to reduce the pressure on them," he says.

"In a remote tourist destination, it is safer to choose a large international hotel because it lowers the tourists' risks of uncertainty. But in big cities like Shanghai, I would recommend tourists try different interesting boutique hotels. In fact, in most cases, they can find very impressive ones."

A boutique hotel usually has no more than 100 rooms and is typically unique in design. Most have high-end facilities and pay close attention to customer service. Pi says that a successful boutique hotel should have these three elements.

"They should know very clearly who their target guests are and should not compromise even if the business is not good enough," he says.

According to a report on boutique hotels in Shanghai, conducted by auFOUND Marketing Consulting, a market research and consulting company, target customers for boutique hotels are those who are affluent, have good education backgrounds, pursue innovative products and have high living standards.

"Those people are more willing to pay more money for personalized and exclusive products and service. They don't focus too much on price," according to the report.

Pi says that the hotel's target customers are independent travelers. The hotel, which charges at least $218 (166 euros) a night, does not consider group travelers a major target.

"A group of people may make some noise when they stay together, which will affect the tranquil atmosphere in our hotel," he says. "Also, we pay more attention to the balance of our customers. When other guests see a group of guests from a certain country gather, they may consider themselves as a minority. We don't want anybody to feel that he or she is the minority."

Being unique is another key to a boutique hotel's success.

Pi says no matter what the hotel's theme, whether it's historic, trendy or tailored to women, it should have a distinct theme. The interior of Les Suites Orient Bund Shanghai is elaborately designed, using wood, marble and brass to create a cozy and homey atmosphere. With the Bund view and the Pudong skyline, the experience can be impressive.

"The style of our hotel is simple yet elegant. I believe trends come and go, but class is forever," Pi says.

Pi says that a third requirement for a boutique hotel is personalized service, or as he explains, "Hardware and design can be copied, but service can't.

"For many guests, a stay at a hotel is like an adventure. Therefore, we promise to provide unique and unforgettable service without considering too much about the cost," Pi says.

He says that a guest recently wrote in her email reservation that the trip to Shanghai was crucial to her family because she was trying to mend her relationship with her husband during the trip.

"Usually a hotel would upgrade their room to a suite and offer a free bottle of champagne. But we can do more than that," he says.

In the end, the hotel upgraded their room to the presidential suite and arranged a homemade Shanghainese dinner in their room. The couple enjoyed the dinner over candlelight and romantic music chosen by the hotel. Pi claims the add-ons were free of charge.

"The couple left the hotel happily. The lady gave me a hug and asked to take that CD (of romantic music) back home to keep that precious moment between them," he says.

Staff members at the hotel can make their own decisions to serve the guests better rather than asking for advice from a supervisor. For instance, if a guest checked in on a cold winter night, the receptionist will ask him if he needs a bowl of warm soup sent to his room. If the staff member notices that a guest is having a cold, he will make a cup of ginger tea. Again, these additional services are reportedly offered for free.

"Unlike the international hotel chains that have to stick to standardized procedures when serving the guests, we are more flexible to provide tailor-made service according to the needs of different guests," he says.

yangyijun@chinadaily.com.cn