Green Boutique Hotels - Marketing and Economic Benefits

Abstract

Boutique hotels represent the most luxurious and innovative part of destination “tourist power”. They attract a provocative, modern and extremely demanding segment that requires a special attention not only in terms of guests` physical stay, but also in the added value that a hotel of such category should provide to the customers. In this sense, some boutique hotels combine the use of technology-based supply system and marketing approaches with green practices. The environmental responsibility is now an important part of boutique hotels product portfolio and it is considered as a way to increase their economic benefits. As to the marketing, the green concept could be successfully used as a tool for expanding the boutique hotels impact on the tourist market and at the same time to meet the specific needs of eco-conscious consumers. The present study aims to analyze and assess the potential marketing and economic advantages for the boutique hotels that provide differentiated and trade recognized tourist product trough green oriented ideas.