The Boutique Travel Style is for travelers who prefer picturesque, family-ran bed and breakfasts, a quant spot to drink coffee and the morning, and love to find unique deals with amazing ambiance and tailed service. This style of travel is more refined and focused on the experience or meaning it instills, rather than trying to be everything all at once.
There is currently a massive shift happening in the travel industry. Since the pandemic, people do not want to travel to Instagram overloaded hot spots. Although people will always go to famous tourist spots, city centers, and major monuments, many people are becoming more turned off by these overcrowded, overpriced vacation destinations. Instead, they are wanting more niche, unique, ‘off the grid’ destinations rather than planning a vacation catered towards the masses. This means finding more remote or private areas that have been “less discovered” and certainly less touristy. They want an intimate feel and a special experience…not to be treated like everyone else. Which is why I predict we will see a gravitation towards lesser known areas and towns in this coming year.
And the same goes for the experiences. Whether it’s a hotel, restaurant, or activity, it is going to matter more about what services you provide and how you make customers feel over how well known or exclusive the place is.
What is Boutique Travel
Boutique travel is an amazing option for nearly any traveler. Not only is it super affordable, but it also brings an immersive feel to the city you are visiting. Many times the boutique hotels, restaurants, and sweet spots are timeless in design with original artwork and antiques. They always bring a cozy, familiar vibe to any space. A common theme you’ll find between many boutique businesses is they’ve integrated the country’s history, arts, and culture into their everyday practice. Whether it’s the Italian red roofs, the French architecture, or the Greek stucco buildings, boutique travel has many elements of the city throughout their business. Although most of these details are subtle at first, you will soon be swept off your feet when you settle into the atmosphere and treatment of the boutique experience.
Immediately it’s something to fall in love with. Boutique travel is like looking into a time machine. Upon you’re arrival you feel the magic of the place. You probably could even see yourself being able to live here or live this type of style, wherever you’re visiting.
The reason for that is its essence of authenticity. Many boutique hotels and restaurants in Europe are ran by families and friends. They have a home-y feel because they want you to feel at home. Many small family businesses live where they work, either in or above the building, or very closely nearby. They don’t outsource to large management corporations or third parties. The longest extension of themselves is their extended family and family friends.
This creates an unmatchable level of authentic service and the wish to please. The details are carefully chosen for every plate, music, activity, bedding, or light fixture, and all together create a complete and perfect setting for any traveler seeking tranquility. These boutique shops are not trying to be anything other than who they are at their core. You don’t see boutique businesses trying to be over the top and all encompassing. Instead, their uniqueness and authenticity sells itself.
The Boutique Traveler
Boutique travelers don’t usually know they’re a boutique traveler at heart, until they experience their first boutique travel trip. Once they have that first trip to lock them into the simple nature of the destination they’re visiting, they’re a fan for life. After becoming aware of this type of travel style, most boutique travelers realize they are not only fond of boutique travel, but of a boutique lifestyle as well.
They prefer smaller, more intimate groups, rooms, or settings. They like character and cozy, over standard and ease. They’re drawn to things that express emotions, feelings, stories. They want one-of-a-kind experiences and special moments. They need to feel a personal connection or charm. They’re interested in immersive qualities and attention to detail.
Love for boutique travel is rooted in the local’s charm. You’ll find some of the best kept secrets by visiting boutique businesses. They’ll give you their favorite recommendations on where to eat…they know every place in town because they’ve lived there for years. Larger businesses will have a concierge telling you and the next 100 people the same recommendations like its nothing. If you want the real deal, you’ll go where the locals go.
One of my favorite things to do when deciding where to eat is by walking around town and going far outside the major tourist areas. If you hear only a foreign language being spoken on the terrace, you’ve found your best options. So, some food for thought, do not go where the Americans are going. Follow the locals only.
Pro Tip!
Companions of Boutique Travelers
If you’ve been invited on a boutique travel trip it will be one of the best trips you ever go on. I highly recommend everyone go on at least one boutique trip, just to know the vibe and if you like it. Everything will be beautiful and picturesque from the moment you arrive. The hotel ambiance will entice you to stroll through the property gardens and say hi to all the workers.
Part of what makes boutique travel so forthcoming is the value and uniqueness that is given to each customer. So if you and your companion are visiting town for anything specific or you have a reason to celebrate, you must share these plans with the staff. They will absolutely go out of their way to create a special moment for you and your friend. Not because they have to…because it’s what they do best. They’ll find a way to pull together a homemade cake with flowers from the garden and ingredients from the local baker down the street.
The boutique travel trip is going to be a more quiet, intimate, relaxed type of a trip. The trip will feel luxurious in that all your needs are taken care of to the highest standard and quality. It’s great for companions who want to enjoy more of the town they’re visiting and really feel like they’re apart of it. These types of trips turn visitors into repeat clients. So if you enjoy yourself, keep in mind you could be back again soon!
Pros & Cons of Boutique Travel
Pros
- More intimate and relaxed environment
- Better attention to detail and bespoke services
- You’ll receive more personal recommendations
- On average can be more affordable
- Unique location
- Better cultural immersion with locals and town
- Homey feel
Cons
- Smaller properties, possibly less spacious
- Possibly less amenities
- More research required
- Could be located away from central areas
How to Plan a Boutique Travel Trip
Step 1: Research & Read the Reviews!
Boutique hotels come in a variety of looks and styles. They really can range from 2 or 3 stars to 5 stars. The service is impeccable and personalized and are generally more friendly and welcoming than luxury hotels. They are more simple in design with a warm personality and intimate décor. The hotel usually has less than 50-100 rooms and plenty of immersive amenities.
What many people don’t realize is the number of stars isn’t related to their worth or “ranking”. The stars are related to specific amenities. That’s why you will experience some 5 star hotels with terrible service while some 3 star hotels have overly exceeded your expectations.
Online Platforms
So how do you find these boutique hotels? With lots of online research and/or word of mouth. You know when you come back from a vacation that you’ve had an amazing time at with incredible service and you want to tell all your friends and family about? Those are the types of boutique hotels I’m talking about. The ones worth revisiting instead of booking a new hotel because you had such an amazing experience, these are the boutique hotels.
How do you know when you’ve come across one? Look at the reviews! All the information you need to know about how the hotel operates is in the reviews section. My husband and I love to cross examine the reviews between TripAdvisor, and Google Maps. You can get a pretty clear consensus after checking multiple platforms and photos.
Keywords
When you see key phrases like “would visit again” or “hidden gem” and “made our stay special”, you are in the right direction. And unfortunately, many people LOVE to go on and write scathing reviews for some of the most mundane issues. Or worse, they are completely unware that different countries have different standards abroad than what they are used to back home, so they negatively impact the ranking of these local businesses on these platforms. Because of this, when you’re reviewing reviews, please be sure you read with an open mind that most people are hangry with an overblown ego behind the keyboard.
The photos are also key! An important rule of thumb is when you see photos posted by the hotel themselves with the Lightroom edits and filter presets on, remember that in person it will look half as good. So just keep that in mind…the room will look half as good as these pictures and let that tip help you make an informed decision about your bookings.
Consistency
Another great way to confirm if you’ve found a perfect boutique hotel is observing their consistency. Try this tactic the next time you’re considering a group of hotels…email them with your proposed dates and ask for more information, photos, and any special offers they have available now. The ones you want to consider top priority are who respond in a decent amount of time, answer all your questions, and give you more information than what you asked. These are your winners.
Features to Note
Greenery and plants. Part of feeling safe and cozy is having a lot green plants throughout the hotel space. Flowerbeds and landscaping is always a good telling point for how maintained the property is from the outside, in. Lighting and windows. Lighting can completely make or bring a hotel. It has the possibility of feeling spacious and airy if the place has large, open windows, LED lighting, and many low light options. Or it can feel really cramped and stuffy if there is awkward yellow lighting and mostly wall space with little to no windows. The more open, the better, and the nicer it’ll feel at night (if there’s no AC).
Step 2: Go Where the Locals Go
One of the best ways to feel like you’re having a real, authentic, boutique travel experience is to seek out local restaurants. Of course it’s amazing to book at the high end or exclusive restaurants that everyone is trying to get into. But the best feeling is when you find a lowkey restaurants or stumble upon a special place and find out it has the most authentic food and incredible service.
How to find restaurants otherwise? There are many creators that share their experience at a “locals’ secret spot” or “hidden gem”. My favorite way to find these are searching Pinterest with keywords or using Instagram and TikTok with specific hashtags. After you’ve found a couple options online, bookmark them into your maps and plan to do a walk by during lunch once you arrive into town. By scoping the place out during lunch, you’ll see what kind of customers are dining there and what the vibe is. Now you can make an informed decision if you want to call to make a reservation or cancel an existing one. While you’re already out during lunch you should take the time to stroll the streets and alleys for your own sweet spots. In order to do this you need to go away from all the tourist areas. (See below).
Avoid Tourist Traps
If it’s seated next to/in front of a major tourist attraction, museum, landmark, skip!
If there are people outside hustling you to come inside, skip!
Pro Tip!
No authentic place will wave you down to dine with them. It’s a tourist trap and all of these waver restaurants are always right across form a major tourist attraction. Stay away! The quality of food is always mediocre and the pricing is overpriced for the view. So get out of the main areas of town and go down alley ways and side streets until you come across the sound of foreign language. If 60% of the restaurant, café, gelato shop, etc. is filled with locals, you’ve found your sweet spot.
Step 3: Book an Activity with the Locals
My absolute favorite thing to do when traveling is to book an experience with the locals. Airbnb Experiences does a great job is showcasing a variety of activities from local hosts. It’s one of the best ways to give back to the community and directly to the locals. We’ve book vintage 4×4 excursions through Portugal, sailing tour on the coast of Sardinia, bike tours in Madrid…the list goes on. This is a great way to learn about the country’s history, art, culture, and other fun stories that the locals love telling.
Having a few hours with the locals means getting an inside perspective into the country’s beauty and challenges. You get the unfiltered truths about their country and its people (that you don’t learn in school). Some of the most interesting stories I’ve heard from people is during these boutique experiences. From upbringing stories, to world war 2 stories, and family recipes…the truth comes out when you spend time with the people.
Meeting locals and businesses abroad is always a good idea because you can continue to follow them on social media and revisit anytime you return. The best Amalfi coast boat tour we ever did was referred to me by the barista in a café in Sorrento while waiting for our driver. To this day it’s still my favorite experience. What was supposed to be a group tour, turned into only my husband (boyfriend then) and I signed up for a Tuesday in September. Instead of cancelling, they took us anyway at the group rate. We had a private, full day, boat tour of the entire Amalfi coast. It was surreal and we tipped the boat driver well and took photos with him. All because of a local’s recommendation. That company was Blu Mediterraneo.
Step 4: Keep Asking for Recommendations
People always ask for recommendations before traveling. Unfortunately, they only ask their family and friends for recs based off a trip they might have taken to Europe 1 time, 5 years ago…a lot has changed since then and especially since the pandemic. If you want authentic recommendations, you should ask the people who still live there. That might mean asking your friends and family who they know lives abroad, joining a Facebook group of travelers abroad, or doing your own social media research and finding people who live abroad and are open to sharing their favorite spots. This is what will set you up with those hidden gem experiences and locals only secrets.
If you need recommendations in Italy, I have a catalog of hundreds of recommendations.
Be Specific with Your Ask
Once you’ve arrived, continue to talk to everyone. The receptionist, host/hostess, barista…ask them where their favorite place to get an aperitivo is (Italian’s happy hour), or the best espresso in town (they’ll all have an opinion in this one), and where the real gelato is at (not the bullshit tourist trap gelato…don’t get suckered in). Be specific with what recommendations you want. Don’t just ask for a list. You know they’ll give you their favorites when they tell you a story about why it’s their favorite. Sometimes you’ll even get an explanation of where not to go and why. Italians at least, love to tell you about the things they love, and the things they don’t love. But regardless, you’ll always get an honest answer.
And then when you go to the recommended place or you request a reservation, let them know they came recommended by “the owner of XYZ restaurant down the street”. Especially if you can remember the name of the person who recommended it. THIS will help you immensely when it comes to boutique travel…because the whole town knows each other. They support each other and want their customers to feel happy. The small town, authentic, local vibe is all things boutique travel style.
Author’s Note
Boutique Travel is my favorite type of travel. No matter how much I enjoy luxury travel as I get older, boutique travel will always have a soft spot in my heart.
These are the trips that truly make me feel like a world traveler…meeting the people and immersing myself into their culture and way of life.
All my best boutique travel trips have been to small islands in Italy. Sardinia, Ischia, Sicilia, Elba island. They were all run by Italian families who offered the best dining recommendations and beach clubs.
If you’re going to experience boutique travel, let it be from one of these Italian islands. You will feel like your vacation is a movie with how lovely everyone and every place is.
