Bangkok boutique hotel recipe (The guide to understand customer insights)

Abstract

This sole purpose of this paper is to understand the insights of tourists toward boutique hotels in Bangkok. The study started from selecting groups of foreigners in the Grand Palace in Bangkok to conduct interview, totaling thirty-two respondents from China, France, Germany, Korea, and the United States. Interviews were directed to gain the insights toward four important aspects of boutique hotel: the design, the service, the price, and the location. The first aspect, the design, was found that all respondents agreed design was very essential and described good design as being either modern, chic, trendy, loft, or traditional. The second aspect, the service, was found that most targeted respondents and online reviewers perceived good services for boutique hotels in Bangkok as active, friendly, and helpful with smiles and good welcoming, yet professional. The third aspect, the pricing, was found that in the market average and in customers’ perception were at the same level, at two to three thousand baht per night. The last aspect, the location, was found that majority of respondents valued the location in the Rattanakosin, Bangkok’s old town district.