Fact or Fiction ?
“ But call that hotel a boutique hotel and immediately it gives the impression of an exclusive accommodation where the guest is considered to be ‘ king of the castle ’ ”
some edifice with 100 rooms or more , but of small , homely establishments housed within old Palazzos and similar to the Italian pensione . At that time it did make sense that these small hotels were concentrated in Valletta , close to the harbour which was the only entry and exit from the islands .
So are we , genuinely , interested in rehabilitating Valletta with these quaint hotels or are we simply muscling in on the fact that the city will soon be the European Capital of Culture ? It would be a sore pity should this be regarded merely as another opportunity for a quick buck today with little thought for the long-term effects .
A Marketing Tool vs . a Real Experience
The fact that we refer to tourism as a product rather than an experience may have something to do with our tendency to speak of boutique hotels simply because they are situated in an historical or traditional environment . One could hardly build a twenty-storey glass tower block in the middle of a baroque town or a small village without unleashing the wrath of the responsible citizen ! But call that hotel a boutique hotel and immediately it gives the impression of an exclusive accommodation where the guest is considered to be “ king of the castle ”.
Compare that scenario of the boutique hotel concept as a marketing tool to the more personalized accommodation where the owner or host is the attraction because of his or her strong sense of hospitality and service , and where one does not need to even have to use the word “ boutique ” to impress that sense of hospitality and service . With the real experience , the selling proposition is not the words used to describe the accommodation but the unique sense of comfort and conviviality .
In conclusion , the boutique hotel concept does exist but what gives it character and luxury is not , particularly , the level of comfort , furnishings and glitz , but it is the fact that the smallness of the place allows the host or hostess to interact with the guest , to develop a sense of hospitality and service . The emphasis here is on meeting the socio-cultural factors not just the socio-economic targets that dominate the tourism industry today .
Julian Zarb is a resident academic at the Institute for Travel , Tourism and Culture at the University of Malta . His main areas of research and competence include Sustainable Tourism , International Tourism Development , Community-based tourism and local tourism planning . Mr Zarb is completing a doctorate in local tourism planning processes and implementation .
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Issue 03
HOSPITALITY MALTA