The past decade has seen an explosion in the number of boutique hotels the world over. Through clever branding and unique interiors, they capture our dreams and yearnings, providing refuge for vacationers and weary business travelers alike. No longer satisfied with the trappings of yesteryear, today’s visitors require more – places that speak to their sense of self or aesthetic leanings. Hotel Branding features some of the most brilliant brand strategies of recent years – campaigns that integrate mission with material expression. Some of the hotels profiled evoke earlier century
opulence, others a quiet minimalism. Both exhibit experiential differentiation through the interplay of design elements. Many house on site eateries that will appeal to the most discerning foodies and provide even more opportunities for identity work.