If you think GRAND BOUTIQUE is about hotels, you’re right.
If you suspect it’s not only about hotels, you’re also right.
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Is the GRAND BOUTIQUE trend unique to the lodging industry? Nope. Design-driven innovation, based around changing customer needs, will always be disruptive across many industries. What starts out as unconventional or niche, may — by riding the waves of demographic and societal change — suddenly find itself representing the unquestioned status quo. Think Apple and computers. Virgin and airlines. IKEA and furniture. Calvin Klein and underwear, Nokia and phones, Alessi and household products, Starbucks and daytime cafes.
Read the article here: https://www.trendwatching.com/trends/2003/10/GRAND_BOUTIQUE.html