Generation X and Boutique Hotels: An Exploratory Study

Boutique hotels emerged in the late 1970s and since then the product has become more mainstream. The draw of boutique hotels is more personalized services. When marketing and providing services to a niche marketit is smart to be able to differentiate potential guests to best meet their needs. Thegenerational cohort theory states that a population may be divided into segments based on their generation. This research focuses on Generation X to find out what they are seeking in a boutique hotel product. Based upon how they chose their travel destination there were significant differences between culinary experience, attractions/activities, and cost/budget.

Keywords: Boutique Hotels, Generation X, Culinary Traveler, Marketing.