United by uniqueness : how is uniqueness performed by boutique hotel brands?

Abstract

The aim of this study is to understand how uniqueness is performed as the brand identity of boutique hotel brands such as the Autograph Collection brand, which serves as a case brand for this study. While the brand communicates the uniqueness of its properties as the core of its brand identity, previous research lacks a profound and comprehensive understanding of uniqueness in the context of boutique hotels.

Thus, the research contributes to a conceptualization of uniqueness within the context of boutique hotels, which are conceptualized by the servicescape framework. Applying a performative approach on the concept of brand identity, the thesis examines the actors involved in the performation process of uniqueness in the case brand. Empirical data is collected through the analysis of online customer reviews as well as semi-structured interviews with professionals working for boutique hotels of the case brand.

The study’s key results show that a variety of human and non-human actors within the hotel’s servicescape as well as outside of the direct service environment perform uniqueness. Uniqueness is found to be manageable through the design of operational procedures as well as storytelling. The findings suggest that uniqueness can and should be managed within a boutique hotel’s operations and communications.

While the findings’ generalizability is limited due to a narrow focus on a specific brand and geographical location of the properties, the study has valuable managerial impacts and provides a solid base for future research on the topic.