Ariela Kiradjian is the co-founder & COO of The Boutique & Lifestyle Lodging Association (BLLA), an organization devoted to the independent boutique lodging and lifestyle space. In this episode, she talks about the challenges and competitive advantages of operating a boutique hotel, highlighting the differences between what a “true” boutique hotel is and a “boutique-inspired” brand. Kiradjian details the demographic lifestyle characteristics of the type of guest who favors boutique properties and explains how to provide the bespoke experience that they are seeking. She also discusses the booking behaviors of this traveler cohort and the importance of leveraging AI to compete with larger chains.