According to The Chambers Dictionary (page 175), boutique hotel is defined as “a small hotel,

with an intimate and individualistic atmosphere and style”. Therefore, for this assignment, I
choose Anggun Boutique Hotel as my hotel. Situated at the heart of Kuala Lumpur Golden
Triangle, Bukit Bintang this boutique hotel offers the ‘Baba Nyonya’ architectural landscapes and
embellishment idea. The hotel’s entrance gate shaped with patterns of ‘Dynasty’ will definitely
catch the attentiveness of anyone who comes across the hotel, located in Jalan Tong Shin
Tengkat. This boutique provide the following services to its guests’:

 Airport transportation, tours and private car with driver

 Laundry, dry cleaning and pressing service
 Mail and postal service
 Luggage room
 Central elevator serves all four floors of the hotel
 Business traveller facilities: faxing, photocopy, printing
 Family facilities: interconnecting rooms, baby cot, babysitting service (advance notice
required)
 Honeymoon or special occasion arrangements
 Disabled & senior citizen-friendly rooms with complimentary use of “Aluminium Dual
Rollator Transport Chair”
 Semi – alfresco event space with screen, projector, etc. Conducive for small to medium
size parties, bbq parties, birthday and anniversary celebrations, weddings, corporate
gatherings, association meetings and gatherings, , romantic dinner packages, art
gallery, charity programmes, product launches or club gatherings for those who enjoy
holding them in a alfresco garden terrace setting
 Wellness spa
 Café and bar
The type of ownership for this hotel is sole proprietorship with its acting marketing officer,
Ms.Dian Anggraani managed the hotel with their promotion and public relations. Boutique
hotels are always making the lists of the world’s trendiest, including the Ellis Hotel in Atlanta,
the Library Hotel in New York and the newly opened Market House Hotel in Jaffa Tel Aviv, all
very diverse, and all particularly nice. These hotels are contemporary, design-led hotels with up
to 100 bedrooms, which offer unique levels of personalized service and hightech facilities
(Agget, 2007). They were created to focus on the needs of travelers who were tired of sleeping
in the same room with the same furnishings in every city they visited (Freund de Klumbis, 2005;
Freund de Klumbis and Munsters, 2005; Pine and Gilmore, 1999; McIntosh and Siggs, 2005;
Van Hartesvelt, 2006). This futuristic type of accommodation is now a sub kind of those hotels
that are becoming a destination in themselves. Horner and Swarbrooke (2005) identified “the
emergence of boutique hotels as one of the most interesting developments in the hospitality
sector of the leisure industry” (p. 369). But how did the word “boutique,” usually associated
with upscale clothing shops, come to be applied to hotels? And how is a boutique hotel different
from a regular hotel?

i. The Concept of Boutique Hotel

Thanks to Steve Rubel for creating the term “boutique hotel” in the 1980s when he labelled
his Morgans property on Madison Avenue in Manhattan. The idea is that if one’s have under
100 and more than 10 rooms, it can be called a boutique concept hotel. If one’s have less
than 10 rooms, then it is running a B&B or an inn. The initialed atmosphere of a boutique
hotel is significant for its accomplishment. From staffs with their uniforms to interior plan
and food-beverage selections, the hotel must extant an “appealing nature” with which the
aim market finds contentment. Many luxury tourists pursue the exclusivity of the boutique
or signature hotel and are prepared to spend additional charges in order to feel the
experience. Boutique hotels are not measured old-fashioned. Conventional old hotels, either
renewed from original buildings or a new construct, this market part has slackened vividly
and only 22 % of boutique hotels established in the past 30 years are in this design style. A
study shows that there are roughly 10 boutique hotels with 157 rooms in Malaysia with
inventory growing 1.3 % yearly, which is above the overall rate of growth in the hotel
industry.

ii. All Boutique Hotels are Created Differently

Not all hotels in the boutique space are individually owned and functioned such as the
Autograph Collection is part of the Marriott Organization, while Curio is a part of Hilton
Chain Hotels. Product developed through the franchise system have standardized features,
a national or international booking system, a marketing plan with broad allotment and are
known by the brand rather than a unique name. They are created, however, to entice hotel
contractors attracted in the boutique area but acquaintance lesser risk with a licensed
product. Presently this type of hotel type includes 10 hotels with 157 rooms in 12 lifestyle
names and expending at 11.5 % yearly.

iii. Boutique Hotels Reduce Boundaries

Boutique hotels have create a way to be appealing in what was formerly unappealing sites.
This type of area are commonly outside the main visitor areas and as a result, pose better
relationship and the prospect for local contact from purchasing wine from a local vendor, to
requiring shoes fixed by a local shoemaker and not at a shopping complex. Being “isolated”
does not mean remote instead, it often means unique and poses better levels of comfort
and amenities. Practically, it is what first hand experiences that make a part of the boutique
hotel means. It may mean eating breakfast with the bears at a resident zoo, a tailored tour
of designer outlets, and a behind the scenes industrial unit tour of an Italian stylist, or a
wine class created with visitor’s liking for rose rather than chardonnay. Boutique hotel
visitors support the adapted initialed chances and assign the “manifestation” of the one-off
occasion with acquaintances and family. Internal plan for boutique hotels is not cookie
cutter. Room paints, furnishings and draperies are planned to know the needs and wants of
 the focus market and not the requests of the shared organization. Unrestricted area is
imparted and guest contact is urged through creative design ideas. Technology is part of
every visitor’s baggage and boutique assets have come to participate access into plan,
rather than an addendum. Leisure equipment complements for on-the-road singers, state-
of-the art audio-visual telecommunication approach for on-site engagements, plus visitor
tech programs for interacting with hotel staff that include area such as restaurants, in-room
dining, t-off time for golf, keyless check-in, coursing broadcasting that positions technology
in front of and downtown of the most prevalent boutique areas.

iv. When Accommodations Becomes Special

The more technology takes over everyday responsibilities, the bigger the significance of
individualized amenities. In the past, hotel coaching was part of the Human Resource
manager’s job list but today it has become a c-suite managerial duty and a top urgency at
the most costly boutique assets. Understanding and care to informations is part of the
opportunities for visitors splurging thousands of dollars a night for rooms. Effecting the
visitors feel exclusive is a big task and the hotels that have reckoned out how to convey this
element can be certain of repeat visits from their guests.
One of the task of being in the hotel industry is the devastating amount of rival or competitors.
Particularly with the expansion in popularity of websites like Airbnb and Home Away, it’s
become even tougher to stand out against the struggle to meet more engagements. While hotel
salespersons are all too acquainted with these tasks, they are still tasked with attaining and as
well as exceeding their metrics, which are often tied to reservations of the hotels make.
Therefore, a strategy is required in order to cater to this market segments.
i. Build local collaborations with other hotels
The odds are the hotel is not situated in the middle of a wilderness. More likely the hotel is
hemmed in by local trades and values. Whether that be renowned cafes, binges, or yoga
studios, the company necessarily get to know their neighbors. Building networking with the
neighboring business vendors is a good way to create connections and co-promote each
other, especially if one’s try to market a boutique hotel rather than a chain hotel. For
instance, they could partner with a well-known brewery and run a competition where the
winner gets a free brewery tour and beer sampling along with a promotional stay at the
hotel. Making these network will start to laid-back, operational, and reasonable marketing
that will certainly increase booking.
ii. Make sure to target the customers
What kind of hotel are the organization selling, and who is the normal visitor? There needs
to be a different approach for marketers of a Super 8 Motel off Route 9 paralleled to the
Ritz Carlton on the sandy beaches of the Caribbean coasts. These people book inversely,
travel contrarily, and have altered budgets. That is why instruments like income pointing will
come in handy. While this might seem apparent, there are even further strategy to break
down the prospects when it comes to selling the hotel. Many hotels have a diverse of
customers of different income levels, since they may offer rooms on the more extravagant
side (like the presidential suites) and other rooms that are often sold at discount prices.
These two audiences need to be broken down and targeted separately. There is even a
 difference for the same hotel chain in different locations. All of these things are critical to
consider when crafting your marketing campaigns. If necessary, you may need to split your
audiences into two, three, or even four separate campaigns to ensure you’re sending the
right message to the right prospect. And of course with tools like Facebook’s targeting
options this is not as complex as it once was. Just ensure you spend the time to define your
audiences so you can craft the right message to the right person at the right time! Take a
look at this Facebook ad, for example – probably targeted at a savvy business traveler with
a relatively high travel budget.
Ensure Your Website Is both Simple and Breathtaking
While this might seem like common sense, there are so many hotel websites out there that are
slacking in their website design. This is an instant turnoff for hotel bookers. If your website isn’t
clean and attractive, then why would your physical location be? The website is often the first
impression a person has of your hotel, so you need to make it breathtaking, but also usable.
That means it’s simple and straightforward for users (on any type of device) to find the
information they need as well as to complete a reservation. When overhauling your website,
focus on keeping the design and navigation clean, crisp, and simple. Ensure your hotel
photographs are professional, high-res, and displayed in the correct formats and ratios to work
for both desktop and mobile. Keep the language clear and simple, and ensure the booking
process is easy to avoid mid-booking abandonment. Videos also tend to work well since they
show off your space in a more thorough and engaging manner. Badrutt’s Palace is a great
example of a hotel website that embraces all of these clean and attractive design elements.
Their background homepage video does an excellent job at showing off the beauty of their
destination. In such a visual industry, it’s important to take advantage of the beauty
surrounding your location.
Go Above and Beyond in Customer Service Before, During, and After Their Stay
Marketing and customer service go hand in hand, especially in the hospitality industry. If you go
above and beyond for your customers, then they are much more likely to pay it forward and do
the same for you in terms of stellar online reviews, referrals, and return visits. So what does
superior customer service mean? The first step is ensuring your staff is hired and trained with a
customer-first mentality. While working with people can be very challenging, always putting the
customer first is critical. For instance, say your hotel visitor is upset with the view from their
room and there are no other open rooms available. Try to figure out if you can move them for
the remainder of their stay later on, and to compensate for the trouble, provide them with a
bottle of bubbly and a hand-written note apologizing for the inconvenience. These types of
gestures can make a lasting impact and show the customers how you value them.

- Best marketing strategy

Building successful Internet hotel marketing strategies can be difficult, however, especially
given the proliferation of OTAs and other online competition. The profitability of your
establishment depends on your ability to successfully grab the attention of prospective guests
away from other advertisers so you can market your hotel. It doesn’t matter whether you own a
sprawling multinational hotel chain or a single gem of a boutique hotel; if you are unable to
convince potential guests of the benefits of staying at your lodging, you’re not going to book
enough rooms to stay in business. Simply employing a variety of hotel web marketing strategies
and hoping some of them work is not going to achieve the results you require. In order to
develop successful hotel marketing strategies, you need in-depth knowledge about your guests
and how they relate to your business. You need to know how your website is performing. You
need to know how guests perceive your marketing strategies. And most of all, you need to
know which of your marketing initiatives are gaining a positive response for your hotel and
which are wasting your time and money. Travel Tech Strategies has a number of marketing
services that can provide you with the knowledge and marketing expertise you need to ensure
your hotel’s success.

OTA analysis

The large online travel agencies have turned hotel marketing into a highly competitive arena.
Travel Tech Strategies can apply OTA analysis to assess how the OTAs are impacting your hotel
brand. Our marketing experts will then help you devise strategies to protect your brand name
and regain control of your own bookings. We can assist in developing and implementing both
short- and long-term strategies to help you develop your hotel’s market share.

Hotel web analytics

Every interaction your hotel has with guests on the web creates valuable information. Travel
Tech Strategies can show you how to use that information to make your marketing strategies
more effective. By employing powerful analytic tools, we can gain meaningful information from
all your web marketing strategies that can be put to use to enhance your marketing efforts.
We’ll examine your hotel website, blog, social media marketing, and email marketing strategies
to determine which are doing the best job of gaining and keeping travelers’ interest. Our expert
marketers can then help you apply these insights to make your content and marketing efforts
more effective.

Hotel mobile marketing

The proliferation of smartphones and tablets make a mobile marketing an essential part of your
hotel’s marketing strategies. Travel Tech Strategies can create a dynamic responsive hotel web
design that will turn your website into a versatile marketing tool that automatically adjusts to
whatever device your guests use to access the Internet. Your website will effortlessly
accommodate all the smartphones, tablets, laptops, and PC desktops currently on the market,
as well as the ones that haven’t even been invented yet so you won’t face the expense of
updating your website every time a new Internet-capable device appears on the market.

A responsive hotel website design is a good start, but research shows that smartphone users
now spend 89% of their online time using apps. Travel Tech Strategies can design a custom
branded app for your hotel, with an easy-to-use booking interface and interactive features
preferred by today’s mobile users. To ensure your guests will want to download your hotel app,
we’ll include valuable functionalities, including concierge services, which guests just can’t find
elsewhere.

Mobile marketing needs to figure into your hotel PPC strategies as well, since travelers are
increasingly using their mobile devices during their trip planning process. If you only invest in
pay per click ads for desktop searches you will be leaving out a whole segment of prospective
guests that you really can’t afford to overlook. Travel Tech Strategies can help you incorporate
mobile search into your PPC strategies. Our expert PPC marketers can research to find the best
mobile keywords, develop effective ad copy, and create custom landing pages to improve your
response – we can even figure out your PPC budget allocation to help you gain the highest ROI
for your marketing efforts.

Hotel guest data mining

You may be making some use of your hotel guest data already, but Travel Tech Strategies can
help you mine this information much deeper. Our analysts can correlate the data your
strategies already generate about your guests, then use it to improve and sharpen the focus of
your hotel marketing strategies. We will deeply mine all the data your hotel has amassed about
your customers – their demographics, online behavior, transactions, social media relationships,
geo-location, and more. Once we have wrung all the available information out of these various
sources, we will turn it into actionable intelligence you can use to improve your marketing
efforts. The insights we gain from hotel guest data mining will not only help you improve your
marketing strategies, it can also help you develop new ways to improve your bottom line. These
methods include price optimization strategies, organizational optimization strategies, and client
loyalty strategies.

When you are ready to make your marketing strategies as effective as possible, give us a call.
The deep analysis and data mining expertise that Travel Tech Strategies can provide will give
you insights into your guests’ likes, dislikes, preferences, and online behavior so you can make
your hotel marketing strategies more effective than ever before.

- Benefits of having alternative strategies

Diversification
Many businesses expand internationally to diversify their assets, an action that can protect a
company’s bottom line against unforeseen events. For instance, companies with
international operations can offset negative growth in one market by operating successfully
in another. Companies also can utilize international markets to introduce unique products
and services, which can help maintain a positive revenue stream. Coca-Cola is an example
of a company that diversifies through global operations. This quarter, the company reported
increased sales in China, India and South Korea, which benefited Coca-Cola worldwide.
Coca-Cola also recently bought Mexican sparkling water brand Topo Chico in an effort to
grow a more globally attractive and diverse portfolio.

Access to talent
Another top benefit of going global is the opportunity to access to new talent pools. In
many cases, international labor can offer companies unique advantages in terms of
increased productivity, advanced language skills, diverse educational backgrounds and
more. For example, when Netflix expanded to Amsterdam earlier this year, the company
praised the city for enabling Netflix to hire multilingual and internationally minded
employees who can expertly “understand consumers and cultures in all of the territories
across Europe.” In addition, international talent may also improve innovation output within a
company. For instance, that’s one reason why foreign markets that welcome global
entrepreneurs and skilled workers often have denser and more successful start-up climates.

Competitive advantage
Companies also choose international expansion to gain a competitive edge over their
opponents. For example, businesses that expand in markets where their competitors do not
operate often have a first-mover advantage, which allows for them to build strong brand
awareness with consumers before their competitors. International expansion can also help
companies acquire access to new technologies and industry ecosystems, which may
significantly improve their operations. International business can also increase a company’s
perceived image, as global operations can help build name brand recognition to support
future business scenarios, such as contract negotiations, new marketing campaigns or even
additional expansion.

Foreign investment opportunities

Finally, companies considering international expansion shouldn’t forget about the additional
investment opportunities that foreign markets can offer. For instance, many firms are able
to develop new resources and forge important connections by operating in global markets.
Companies with multinational operations can also benefit from lucrative investment
opportunities that may not exist in their home country. For example, many governments
around the world offer incentives for companies looking to invest in their region. Thus, U.S.
firms should always do their research before making an international expansion decision.