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Hero image, left to right: Michelle Thomas - Founder of Quinta Carvalhas, Rebekkah Ramsay - General Manager of Mount Lofty Estate, Lorne Blyth - Founder of Flavours Holidays
In a world increasingly driven by personalisation and unique experiences, travellers are trading the grandeur of sprawling resorts for the charm of boutique properties. These smaller, experiential hotels offer a tailored touch, rich local character, and a sense of connection that larger establishments often cannot match. From secluded retreats to urban gems, discover why boutique hotels are captivating modern globetrotters and reshaping the hospitality landscape together with renowned industry experts.
Michelle Thomas - Founder of Quinta Carvalhas
“There are two big trends today, stretching in opposite directions - more AI and less human interaction, and then as a corollary, more personalised interactions with intimate contact with people who know your name. People want to be seen, and not in the Instagram way. Smaller, experiential accommodations bring more personalised interactions and cultural immersion. People enjoy feeling more like locals than visitors, being seen as individuals and cared for. Our guests are delighted when they are hugged and welcomed by name on arrival.
People are seeking community and connection, without screens, and a feeling of safety. Sustainability is also a priority. Knowing where the food is sourced (farm-to-table in our case), and seeing evidence of care for the environment has become expected. Many smaller properties boast creative, distinctive designs that stand out from the uniformity of chain hotels. People are looking for the unique, in the design as well as in service and experiences.Within bigger hotel chains, creating boutique establishments gives travellers the choice of personalised stays or anonymity.
Transforming large hotel spaces like lobbies into cosier, communal spaces with elements of home feels welcoming, and encourages connection between people. Bigger hotels could offer on-site cultural experiences by partnering with local artisans, chefs, and businesses, like cooking classes, art workshops, and farm-to-table dining. Hosting pop-up local markets and festivals on-site is attractive for the culture seekers as well as the looking for unique experiences. Technology is a great tool for big hotels, to provide customized itineraries, local guides, and personalised touches that mirror the bespoke nature of smaller properties.”
Quinta Carvalhas
Rebekkah Ramsay - General Manager of Mount Lofty Estate
“Travelers are increasingly drawn to smaller, experiential accommodations for their intimate atmosphere, personalised service, and strong connection to local culture. This shift highlights a growing preference for meaningful, human-centric stays over standardised offerings. Larger properties can adapt by creating boutique-style experiences, offering curated local activities, and fostering a sense of community through personalised service and partnerships with local businesses, ensuring guests feel both valued and connected to their destination.
One of the factors for our continued success is the adoption of these methods, we refer to ourselves not as a hotel but as an Escape Destination as we no longer fit into the standard hotel category – we have created our own category, the “Category of One”. For example, our “Arthur and Martha’s Adventure Trail” – highlighting fourteen close neighbours with specialized offerings exclusively to our guests.”
Mount Lofty Estate
Lorne Blyth - Founder of Flavours Holidays
"We’ve seen a notable shift towards smaller, experiential holidays, largely driven by travellers’ increasing desire for meaningful, personalised experiences. Many travellers today are seeking more than just a change of scenery—they want to immerse themselves in local culture, learn new skills and form connections with others along the way. This demand for intimacy and authenticity is a natural reaction to the fast pace of modern life, where people now value quality over quantity and cherish moments that feel unique and tailored.
For Flavours Holidays, this trend aligns perfectly with our ethos. Our small-group holidays are designed to foster a sense of community and connection, whether it’s through shared cooking classes, art workshops or language lessons in beautiful settings across Italy, Spain and Morocco. Guests enjoy a true sense of place and a warm, welcoming atmosphere that’s often harder to replicate on larger tours.The hospitality sector as a whole can adapt to this shift by focusing on personalised guest experiences that go beyond traditional amenities. Larger organisations can create smaller-scale, community-connected offerings by partnering with local artisans, guides or chefs to provide guests with truly immersive experiences. When guests feel connected to the local culture and community, their stay becomes memorable and fulfilling, and the destination itself becomes an integral part of the experience."