US: The Boutique Lifestyle Leaders Association (BLLA) and sister travel platform StayBoutique have launched its #BoutiqueStrong campaign to provide businesses with the tools they need to reopen.
Resources include an official reopening guide, a private social network, and a new membership option.
A council has also been formed, consisting of boutique hotel owners, hotel group presidents, public relations professionals, and other leaders within the boutique and lifestyle community. The council will virtually assist with best practices for reopening.
From F&B to revenue strategy to HR and legal and insurance, the council will become the official educational arm of BLLA. Each individual company will provide a course on their area of expertise, available online in the new member portal – the BLLA Collection.
The BLLA Collective is a networking platform for members. Features include groups, forums, messaging, activity feeds, blog posts, and other customised programmes for hotel owners. Online courses will be updated as and when these evolve.
BLLA has also added an ‘on the house’ membership opportunity for approved boutique hotels to be listed on Stay-Boutique.com, with direct bookings to the hotel’s reservation page.
Frances Kiradjian, founder and CEO of BLLA, said: “We want to empower the boutique community with resources and education from highly skilled founders and CEOs who are providing valuable insight and information that may be quite different than what other hotels or hotel brands are doing and planning. Boutique hotels have a different focus and we are addressing this in the new campaign and supporting materials.”
The Boutique and Lifestyle Leaders Association is an official organisation. Its network has grown beyond its hotel foundation to include businesses that amplify the boutique lifestyle.