THE COMPETITIVE POSITIONING OF BOUTIQUE HOTELS IN THE LUXURY HOSPITALITY INDUSTRY MARKET

Abstract

This Final Degree Project analyses the competitive positioning of boutique hotels within the luxury hospitality market. The study examines how these establishments differentiate themselves from large hotel chains through personalised service, distinctive design, cultural authenticity and sustainability. To achieve this objective, a review of the academic literature and the main theories of competitive advantage is conducted, including Porter¿s competitive forces framework, the Resource-Based View and the Experience Economy. In addition, a market analysis is supported by industry reports and a multiple case study of three European boutique hotels located in Lisbon, Berlin and Tuscany. The findings indicate that boutique hotels achieve competitive advantage primarily through the creation of unique and memorable experiences that are difficult for larger competitors to replicate. The study concludes that the coherent integration of design, service quality, local identity and sustainability constitutes the foundation of long-term differentiation and competitiveness in the luxury boutique hotel segment.