Sneaky Boutique
Since I began this journal, my eyes and ears have been open to trends and habits that have become commonplace in the wide world of hospitality. My curiosity is constantly piqued, and there have been some common threads appearing that have fooled many people for years, with the use of liberal terms than mean one thing to customers but end up delivering something quite different.
The two most overused and totally abused words in hospitality are “Boutique” and “Gourmet”. For years hotels have misused the former and food outlets and products the latter. For the purpose of this article, we are looking at the “Boutique” side of things. I’ll get to “Gourmet” in a future article, and I promise it will be worth waiting for.
I do have to balk at what so many hotels get away with in calling themselves boutique. It would appear that only having a small number of rooms is enough for some establishments to call themselves that.
The dictionary definition of boutique in relation to our subject is: “a business or establishment that is small and sophisticated or fashionable” Oh. My. God. Now, how many “boutique” hotels have you stayed in that fit that description? Well, for me, it’s about 50/50, and it’s fairly dependent on price point. There is a whole sub-meaning that is demanded and expected when one chooses a “boutique” hotel.
I can give two recent examples I stayed in, both in the lovely city of Launceston, Tasmania. One, Stillwater Seven, a seven room property in a converted 1830’s flour mill built around an excellent, existing restaurant, is a shining example of boutique done absolutely right.
Room interior with original detailing, Stillwater Seven.
Here, rooms are smart, functional, sleek, comfortable, and with everything you need. There is an emphasis on design and support of local businesses’ that created the furnishings, and products that fill the extensive mini-bar, with clever, careful branding thrown in to boot.
Pre-made cocktails in each rooms’ extensive mini-bar at Stillwater Seven.
An iPad directs you around all the offerings within the hotel and surrounds, and the history and philosophy of the hotel is revealed.
All elements integrate seamlessly. Service is superb, from checking-in and assisting with luggage to a quick tour and personal view around the hotel. Everything here has been considered to the finest detail. I had an excellent stay. This, ladies and gentlemen, is a true boutique hotel.
Original features & modern touches at Stillwater Seven.
The other Launceston property could not be more polar. Areca Boutique Hotel gets a bunch of nice reviews on good old TripAdvisor, a portal I really struggle to take seriously these days. Let me take you through what this hotel offers. After parking my car, I had to drag my luggage up a flight of stairs into another car park and then up a higher flight of stairs to reception. All the while, the male staff member there watched me drag my cases up.
He didn’t offer me any information about the hotel, other than where and when breakfast would take place. There were no friendly tips on what was in the area, where to dine, what to see. He just got my key ready and quizzed me on “what brings you to Launceston?” I answered vaguely, but perhaps the right response would have been “I don’t believe that’s any of your business”, as it really wasn’t.
I received my key after paying the bill on the spot, then dragged my luggage back down the stairs and into the separate building which housed the breakfast area and the rooms to the side. My room was as basic as any hotel room could be. Nothing smart and sophisticated in there. No sirree. Cheap, scratched, laminated furniture. Basic bed, basic TV, cold bathroom with no heating, basic shower and cheap, nasty products.
Certainly not somewhere I wanted to spend any time, other than to crash and sleep, probably after downing a few stiff ones at dinner or at a bar off-premises, so I didn’t have to look at the room for more than a few seconds.
Areca Launceston hotel room.
Oh, and no phone in the room. If you want anything you have to drag yourself back up the stairs to speak with the receptionist/ host, whatever he is. But he’s only there until 5pm. Then you have to call a mobile number. I mean, WTF?
The fun and games continue after hours. At the stupidly early hour of 5.00pm, the main automatic door is locked, and you have to switch to the “night door” which is on the opposite end of the same entry spot. About 5 steps away. This requires one of the two keys you are given upon checking in. There are signs everywhere about what to do. So much reading. So much instruction. No-one on site bothers to tell you anything.
Areca Launceston. Day access door on the right. Night access door on the left (!)
The “free” breakfast, with a limited two hour window between 7.30 and 9.30am, is a disaster. A crowded room with chairs and tables packed closely together, all full of guests, troughing away. Probably stealing the fruit to take on their Tassie walks. There was almost no food left – whatever was on offer. Some over ripe bananas on the turn, tinned fruit, basic cereals, make your own pancakes, percolated coffee, a toaster. All DIY – no worries. Another room you just didn’t want to be in. Ugly, cold, cheap.
Areca owners / management must believe that that they can use the word boutique as there are just a few rooms. There was not one other thing that would classify this place as boutique. There should really be some kind of law against it. I would have had an idea of what I was buying into if they called it what it really is, a Bed & Breakfast, or perhaps more appropriately, “limited service accommodation”. Their website jumps between calling it a Boutique Hotel and then mentions throughout the copy that it’s a Bed & Breakfast. I think there is as much confusion with management as there is with the poor guests.
It’s an official “4 Star” Hotel. How, and through which organization this was granted is beyond me. I shudder to think of what the criteria is for them to have received this. Admittedly, it is an inexpensive hotel. But as they use the word “boutique”, I expected something more. And that really is fair enough. And for me, a lesson learned. Spend some more time researching and consider my real needs and wants. If only I’d read between the lines. Here is part of the hotel’s description on their website:
The venue features air conditioning, wireless internet and a cupboard in all guest rooms.
Rooms are fitted with an en-suite bathroom equipped with a hairdryer, a walk-in shower and bath sheets.
Wow. That would entice anyone to stay. Book your flights now!
Even after all my travels, it’s easy to slip up. But I hate disappointment. Don’t we all. At least my expectations were low. Not low enough though, it would seem.
Do yourselves a favour. Choose Stillwater Seven. You deserve it and you won’t regret it.
Stillwater Seven
2 Bridge Rd, Launceston TAS 7250
+61 3 6331 4153
stillwater.com.au