BLLA Has Changed


In the decade since BLLA was created, boutique and luxury lifestyle hotels have grown from being a niche concern into a huge international phenomenon. Boutique is now the mainstream and our beloved sector contains some of hospitality’s most important movers and shakers. 

This growth calls for a fresh attitude towards our community, an inclusivity that is our new watchword. We’re working hard to provide the perfect resources to unify and support a huge worldwide boutique community. As well as diehard independents, there’s also room in the mix for soft-brands – some of those independently run offshoots of major chains such as Marriott’s Autograph Collection and Hilton’s Curio Collection.

Of course, ‘boutique’ means much more than just hotels, and we are proud to lend our support to the variety of initiatives that have grown up around our niche, including stores, restaurants, bars, nightclubs and gyms. 

This inclusivity brings with it novel and invaluable ways to bring our members together and forge new collaborations. This conference is the first in a series of events that will provide a much-needed club-like gathering of individuals that will further bind the boutique community closer together. 

We’ve also launched our BLLA Grand Bazaar online marketplace, where boutique and luxury lifestyle hotel owners can source hand-picked and high-quality suppliers, manufacturers and service providers to help meet the high standards of luxury they aim for.

Additionally, we’re working to shape and influence public perception of the sector via our inspirational platform and booking website Stay Boutique. Our hand-picked selection of great boutique hotels shows off everything that’s great about this ever-growing community.

Our expanding network of events, publications and collaborations brings many chances for members and prospective members to meet and learn from each other. By sharing ideas and experiences we can stay ahead of changing trends in the industry, learn from those who have achieved success and inspire each other to reach further. 

Many of our greatest ideas are products of collaborations, and at BLLA we’re striving to foster the most inclusive, helpful and open-minded community around. And, of course, we couldn’t do it without you.