What has influenced growth in the UK's boutique hotel sector?

Purpose This paper aims to identify the factors that have influenced growth in the UK's boutique hotel sector, through the identification of attributes that attract consumers to these hotels. Design/methodology/approach The study methods included a review of the literature and a survey of boutique hotel consumers in the UK. Findings Location, quality, uniqueness, services provided and the personalised levels of service offered are identified as the top five attributes attracting respondents to these hotels. The growth of the boutique hotel sector in the UK may be attributable to consumers seeking alternatives to the standardised provision of more traditional accommodation. Practical implications Although this research has its limitations due to the low response rate, many of the findings support those of previous studies and may assist boutique hotel operators in meeting customer needs more effectively. Practical recommendations are made for existing boutique hotel operators and those wishing to enter the market. Originality/value This paper is one of the first to investigate the growth of the UK's boutique hotel sector and the factors that influence the consumers' decision to purchase this type of accommodation.