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Giving a Voice to Boutique Hotels
If you are in the world of boutique hotels, you know Frances and Ariela Kiradjian, the dynamic mother-daughter duo behind the Boutique & Lifestyle Leaders Association (BLLA) and Stay Boutique. Frances, with over 25 years of hospitality and travel experience, created BLLA to help give a voice to independent, upscale hotel properties and offer them resources to be able to level the playing field with larger hotel chains.
Travel Weekly
Focus on Hotels: Brand New World
While it may seem as though it’s more challenging than ever to remain a completely unaffiliated, independent property in a post-Covid-19 world, the Boutique Lifestyle Leaders Association (BLLA), which counts approximately 300 independent hotels among its membership, is hoping to buck that assumption.
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BLLA Mission Statement
The BLLA was created to unify, empower, educate and advocate for a growing community of creators within the dynamic realm of boutique lifestyle—not only establishing and maintaining industry standards, but boldly advancing its cultural impact and category innovation.
We are your voice and your megaphone. We are your home and your launching pad. A catalyst for trends and unapologetic pioneer, the BLLA is where the best in boutique gathers to become better—from hoteliers and hospitality entrepreneurs to visionaries in retail, fashion, beauty, fitness, and beyond.
Boutique is powerful. Boutique is captivating. And above all, boutique is a global movement that we are proud to lead. Our mission? To counteract corporate monotony and champion creativity. To forget the forgettable and forge the once-in-a-lifetime. To break down doors and link the most brilliant minds in the industry. To build on our now 10-year legacy of reimagining the multifaceted future of boutique—together.
The association was founded in response to a demand for a collective voice for this fragmented industry. Today the association has members around the world. As the lifestyle industry sees an ever-increasing demand from discerning boutique-seeking clients, BLLA is primarily dedicated to creating greater economic success for independent business owners by helping them level the playing field against larger brands and chains.
We have verified over 10,000 authentic boutique hotels around the world (following guidelines and categories listed here) and we are working with nearly 200 hotels closely with the BLLA-intensive program.
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Leadership
Frances Kiradijan
Founder & CEO
BLLA, StayBoutique
Ariela Kiradjian
Partner & COO
BLLA, StayBoutique
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Latest Press Releases
Though Leadership
Romeo Bravo Software Joins BLLA’s Prestigious Inner Circle Club, Elevating Technology Partnerships in Boutique Hospitality
Los Angeles, CA – August 11 , 2025 – The Boutique & Luxury Lodging Association (BLLA), the foremost organization dedicated to advancing the world of independent boutique and luxury lodging, proudly announces Romeo Bravo Software (RBS) as the newest member of its exclusive Inner Circle Club (ICC) program. Romeo Bravo Software (RBS) is a global provider of Integrated Property Management Software (PMS) solutions designed to serve the evolving needs of hospitality businesses. With a strong vision to lead the industry in AI-driven transformation, RBS empowers clients to become more efficient, guest-centric, and profitable. The Inner Circle Club is BLLA’s most selective partnership tier—reserved for handpicked vendor partners who demonstrate exceptional quality, trustworthiness, and alignment with BLLA’s mission. ICC members are considered integral contributors to the boutique community’s growth, bringing meaningful value and forward-thinking solutions. “Romeo Bravo Software exemplifies the modern boutique ethos,” said Frances Kiradjian, Founder & CEO of BLLA. “Their thoughtful technology, combined with a boutique-minded approach to service, makes them an ideal addition to our Inner Circle Club. We are delighted to welcome them into this elevated community of aligned partners.” The Inner Circle Club brings together a curated group of world-class companies that support boutique hospitality through excellence, education, and authentic connection. RBS joins an elite roster of vendors who are shaping the future of independent lodging. “We’ve long admired BLLA’s mission to support independent hospitality,” said Jerry Abbott, COO of Romeo Bravo Software. “Becoming part of the Inner Circle Club deepens our commitment to serving this vibrant community with technology that is as thoughtful and unique as the properties themselves.” About BLLA The Boutique & Luxury Lodging Association (BLLA) is the official trade organization for independent boutique and luxury hotel and lodging professionals around the world. Founded in 2009, BLLA leads the movement for authentic, design-forward hospitality through advocacy, education, and powerful community-building. The next Boutique Hotel Owners conference is being held on September 29-30 in Westlake Village, CA. About Romeo Bravo Software Romeo Bravo Software (RBS) creates intuitive operational software designed explicitly for boutique and independent hospitality businesses. With a focus on functionality, service, and boutique-centric innovation, RBS helps hotels streamline workflows and elevate the guest experience.
Though Leadership
Romeo Bravo Software Announces Acquisition of Winsar Infosoft Pvt Ltd
ST. LOUIS, MO — RB Software, Inc. (“Romeo Bravo Software” or "RBS") is pleased to announce that on January 27, 2025, the company entered into an agreement to acquire Winsar Infosoft Pvt Ltd, a leading hospitality software provider based in Chennai, India. This strategic acquisition marks a significant milestone in RBS’s evolution from serving a niche market in North America to becoming a key global player in the hospitality software industry. Glenn Turner, CEO of RBS, will lead the newly combined organization from its headquarters in the United States. Prior to the acquisition, RBS was a boutique provider of property management solutions for ranches, lodges, and outfitters across North America since 2020. This expansion now enables RBS to serve nearly 2,300 customers in 35 countries with employees across strategically located offices in Dubai (UAE), Chennai (India), and Bali (Indonesia). The company is currently evaluating potential North American office locations, considering St. Louis (Missouri), Naples (Florida), Dallas (Texas), New York (New York), and Atlanta (Georgia). “This acquisition is an important step in the transition of RBS from a boutique niche player to a global leader in the hospitality software space,” said Glenn Turner. “By combining forces with Winsar, we will deliver enhanced customer support and AI-driven property management solutions on a global scale, transforming the way the hospitality industry operates.” Before this acquisition, RBS served customers exclusively within North America. With Winsar’s established global presence, RBS is poised to offer comprehensive local support in key regions, aligning with the company’s long-term strategy of enhancing customer success worldwide. Winsar Infosoft’s founder, Edward Savary, expressed confidence in the transition, stating: “After careful consideration of our options, we are confident that Winsar’s employees and customers will be well served by RBS. With RBS’s expanding footprint, Winsar customers can now benefit from a stronger local presence in North America and beyond.” RBS’s vision is to become the global leader in AI-driven solutions that transform the hospitality industry. By leveraging its expanded reach and expertise, the company is well-positioned to deliver innovative products and tailored solutions to hotels, resorts, and other key segments within the global hospitality market. The terms of the acquisition have not been disclosed. About Winsar Infosoft Pvt Ltd Founded in 2001 and headquartered in Chennai, India, Winsar Infosoft Pvt Ltd is a dynamic software company delivering comprehensive technology solutions for the hospitality industry. Its flagship product, WinCloud, is a cloud-based property management and operations solution designed to meet the dynamic needs of hotels, resorts, restaurants, and other hospitality businesses. With seamless integration of modules such as property management, point of sale, central systems, accounting, inventory, loss prevention, and internet reservation systems, WinCloud provides flexibility, scalability, and the convenience of cloud deployment. Winsar’s commitment to customer satisfaction and innovation has enabled it to establish a strong presence in India, Southeast Asia, the Middle East, and beyond. About Romeo Bravo Software (RBS) Founded in 2020, Romeo Bravo Software is a global provider of cloud-based, AI-driven property management solutions for the hospitality industry. RBS originally focused on serving ranches, lodges, and outfitters across North America through its flagship products, Yellowstone and Guide Pointer, which are designed to streamline booking, property management, and guest experiences. With the addition of Winsar Infosoft’s global reach and expertise, RBS now serves customers in 35 countries and remains committed to transforming hospitality operations and delivering local support worldwide. Press Contact: Jerry AbbotEmail: Jerry@RomeoBravoSoftware.com Phone: +1 (248) 872-5422Visit the BLLA Marketplace to learn more about Romeo Bravo Software.
Though Leadership
Avendra International Clients Shine in 2024 MICHELIN Key, Forbes Travel Guide Five-Star, and AAA Five Diamond Awards
Avendra International celebrates its clients' achievements in the 2024 Forbes Travel Guide, AAADiamond Awards, and MICHELIN Key rankings, showcasing excellence in luxury hospitality.While ranking among these lists affirms our clients are excelling at their properties, it alsosignals to luxury-loving travelers that these properties have been vetted by experts and are worththeir time and money. Forbes Travel Guide Five-Star Awards:o 25% of winners are Avendra clients.o Includes 80 hotels, 3 restaurants, and 37 spa & wellness properties.AAA Five Diamond Awards:o 43% of winners are Avendra clients.o Recognizes 59 hotels and 6 restaurants.MICHELIN Key Awards:o 29% of U.S. winners are Avendra clients.o Features 72 hotels. These accolades reflect Avendra’s strong partnerships and curated supplier network, enablingclients to exceed guest expectations. Strategic Account Manager Dorien Murphy highlights thecompany's role in elevating luxury hospitality standards through innovation, efficiency, andsustainability. As North America’s leading strategic procurement and supply chain partner to a wide range oforganizations, we’re incredibly proud to see so many of our hospitality clients achieving theseimpressive accolades. Whether you seek to reduce costs, boost efficiency, drive innovation, ormeet sustainability targets, our tailored solutions and advanced technology—backed by ourindustry expertise and customer service—will empower your business to thrive.Avendra remains committed to empowering more properties to achieve global recognition.Reach out to our luxury team to learn how we can transform your property and its operations intoan award-winning luxury destination.
Though Leadership
1 Hotels To Debut in Japan with 1 Hotel Tokyo: a New Nature-Inspired Urban Icon
Combining Sustainable Luxury and Cutting-Edge Design in Japan’s Capital Miami, FL (December 4, 2024) - SH Hotels & Resorts, the sustainable hotel brand management company founded by hospitality visionary Barry Sternlicht, is proud to unveil plans for 1 Hotel Tokyo. Set to open in 2025, 1 Hotel Tokyo represents a longstanding collaboration with Mori Trust, one of Japan’s leading property developers. After years of planning, the two companies are creating a true 1 Hotels experience that’s deeply rooted in nature and sustainability. 1 Hotel Tokyo will be located in the buzzing Akasaka district, serving as an anchor to Mori Trust’s Tokyo World Gate Akasaka project. This state-of-the-art complex integrates retail, offices, and the luxurious 1 Hotel experience in a pedestrian-friendly and dynamic, masterfully planned development. “Partnering with Mori Trust, we see a vision realized—a shared vision that transcends mere accommodation and embodies a commitment to nature, luxury, and cultural preservation in Tokyo, a city renowned for its innovation and sophistication,” says Barry Sternlicht, founder of 1 Hotels and Chairman of SH Hotels & Resorts. “To world travelers, Japan is revered for the beauty of its gardens and the serenity of the soul. We have tried to mirror this with our 1 Hotel Tokyo. It’s part of our pledge to create exceptional hospitality experiences that embrace the next generation of luxury travelers.” “Tokyo World Gate Akasaka is a development project with a vision to create a lush, green oasis in the heart of Tokyo,” says Miwako Date, President and CEO of Mori Trust. “With its deep commitment to nature reflected in every aspect—from design to service—1 Hotels embodies the future of luxury hospitality. We feel it is the perfect flagship choice for Tokyo World Gate Akasaka, and we were excited to bring this mission-driven brand on board. We are confident that 1 Hotel Tokyo will become a must-visit destination for travelers from around the world and our local community, further enhancing Tokyo’s appeal. Through our hotel and resort business, we remain committed to establishing Tokyo as a leading tourism destination.” Sustainability is at the core of 1 Hotel Tokyo, which has achieved the Rank S certification from CASBEE (Comprehensive Assessment System for Built Environment Efficiency), signifying the highest level of environmental performance. This prestigious recognition highlights the property’s alignment with Japan’s ambitious environmental goals. “Our commitment to sustainability is woven into the hotel’s very fabric, from energy and water conservation systems to the use of reclaimed materials, creating a sanctuary that respects and enhances its environment,” says Raul Leal, CEO of SH Hotels & Resorts. “And with its biophilic design and focus on wellness and nature-inspired, community-minded experiences, 1 Hotel Tokyo brings a serene calm—creating an oasis in the heart of Tokyo’s bustling urban environment.” In keeping with this commitment to nature and sustainability, the hotel’s design draws from authentic materials, traditional craftsmanship, and Japan’s natural landscapes. The design approach embraces the Japanese concept of wabi-sabi, celebrating the beauty in imperfection and using raw materials and textures to create a Zen-like atmosphere. Upon arrival, guests are welcomed into a tranquil space that blends moss-covered boulders, plant-lined walls, and the same Oya stone that Frank Lloyd Wright used in some of his iconic Japanese buildings. On the 38th floor, the main lobby is a peaceful retreat with a sculptural stone water feature that brings the outdoors inside, ample greenery, a ceiling that mimics the raked sand patterns of a Zen garden, and dazzling city views. The food and beverage offerings at 1 Hotel Tokyo are meticulously curated to reflect Japan’s culinary prowess, with a design that underscores the groundbreaking cuisine and mixology that will be showcased here. The main restaurant, accessed from the 38th-floor lobby, features details like locally sourced stepping stones that emulate a Japanese garden pathway, an open kitchen, multiple private dining areas, and spectacular views of the Imperial Palace. The bar has hand-stitched lanterns, walls covered in handmade textured tiles, 360-degree seating, and breathtaking views of Tokyo’s skyline. The 211 spacious guest rooms—including expansive suites measuring approximately 42 to 140 square meters—blend traditional Japanese design with modern luxury. Entrances feature moss walls, lattice wood accents, and natural stone, while bedrooms boast live-edge plank headboards, sculptural TV consoles with integrated planters, and wood-beamed ceilings. The bathrooms are designed with organic materials, including chiseled stone vanities and deep soaking tubs, to create a soothing, spa-like ambiance. 1 Hotel Tokyo will also offer a comprehensive wellness experience that allows guests to rejuvenate mind, body, and spirit. There’s a spa inspired by Zen gardens, multiple hammams, a fitness center with an incredible view, and an indoor pool with huge windows that blur the lines between indoors and outdoors. A serene outdoor terrace space filled with lush greenery allows guests to take in views of the city. In addition to its world-class leisure amenities, 1 Hotel Tokyo will be a top destination for business travel and special events. The property will have approximately 473 square meters of meeting and event space, featuring rough-hewn wood entry doors, minimalist aesthetics, custom carpets inspired by the movement of sand, and stunning views of Tokyo Tower. The setting adds to the allure. 1 Hotel Tokyo will give guests a convenient gateway to Akasaka, one of Tokyo’s most exciting neighborhoods. Here, bustling streets are lined with restaurants, parks, and historic landmarks. As Tokyo continues to thrive as a global hub of culture and innovation, 1 Hotel Tokyo represents a new chapter in Japan’s hospitality landscape. It’s positioned to become an iconic destination, embodying 1 Hotels’ commitment to sustainability, mindful luxury, and a deep connection to nature. ABOUT SH HOTELS & RESORTS SH Hotels & Resorts, an affiliate of global private investment firm Starwood Capital Group, is a sustainable hotel brand management company that operates 1 Hotels, a nature-inspired lifestyle brand that launched in 2015 with properties in South Beach and Manhattan and now includes Brooklyn Bridge, West Hollywood, Sanya (China), Toronto, San Francisco, Nashville, the recently opened Hanalei Bay flagship property, and the brand’s first European property in Mayfair (London), with projects in development in Cabo San Lucas, Paris, Elounda Hills (Crete), Austin, Copenhagen, Riyadh, Melbourne, Seattle, Tokyo and San Miguel de Allende; Baccarat Hotels & Resorts, a luxury brand that made its debut in March 2015 with the opening of its flagship property in New York, with projects under development in Brickell (Miami), Florence, Riyadh, Dubai, Rome, and the Maldives ; and Treehouse Hotels, which premiered in London in 2019 and with projects under development in Manchester, Sunnyvale, Brickell (Miami), Riyadh, and Adelaide (Australia). Leveraging its marketing, design, operational, and technological expertise, SH Hotels & Resorts is the force behind some of the most groundbreaking and dynamic hotel brands in the world. For more information, visit www.shhotelsandresorts.com. ABOUT 1 HOTELS As a mission-driven luxury lifestyle hotel brand inspired by nature, 1 Hotels cultivates the best of sustainable design and architecture, together with extraordinary comfort and an unrivaled level of service. 1 Hotels—which launched in 2015 with the opening of exclusive properties in Miami’s South Beach and Manhattan’s Central Park; followed by Brooklyn, located on the East River, in February 2017; West Hollywood, on Sunset Boulevard, in June 2019; Sanya (China) in 2020; Toronto in 2021; San Francisco and Nashville in 2022; and in 2023, the Hanalei Bay flagship property and Mayfair (London), the brand’s first European property—is inspired by a simple idea: those that travel the world should also care about it. It is, after all, 1 world. 1 Hotels upholds this vision by channeling nature through design and culinary partnerships while connecting with the local community and taking sustainable steps to make a big difference. The brand is expanding with properties under development in Austin, Cabo San Lucas, Paris, Copenhagen, Elounda Hills (Crete), Riyadh, Melbourne, Seattle, Tokyo and San Miguel de Allende. Additional information can be found at 1hotels.com. ABOUT MORI TRUST Mori Trust Co., Ltd. is a comprehensive real estate developer for urban development in central Japan and hotel and resort business throughout Japan. With its three core businesses of “Real Estate Business,” “Hotel & Resort Business,” and “Investment Business (domestic and overseas),” Mori Trust has 64 buildings, residences, and commercial facilities in Japan and abroad, and 35 hotel and resort facilities (as of March 2024). Through urban development and hotel development that preserves and utilizes historical buildings that serve as tourism resources, we will promote projects that enhance Japan’s international competitiveness. For more information, visit mori-trust.co.jp/english/. Media Contact: Elizabeth Traub/EJ Media Groupelizabeth@ejmediagroup.com212.518.4771, x105
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