Press
BLLA In The News
Hospitality Net
Say Yes to Travel
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.
Skift
Boutique Hotels Push Back on Major Chain Brand Conversion Tactics
The world’s largest hotel companies expect independent hoteliers to flock to flag affiliations and their accompanying global reach during the coronavirus recovery to rebuild business. Don’t hold your breath, says an organization representing boutique hotels. The Boutique Lifestyle Leaders Association and partner organization StayBoutique launched this week the #BoutiqueStrong campaign and council to provide boutique hotels and businesses with resources to rebuild and succeed during the coronavirus economic recovery.
Magazine
How hotels are keeping travelers, employees safe
Frances and her co-founder and partner Ariela Kiradjian added everyone is “implementing social distancing, a mask and temperature check requirement for employees, hand sanitizer stations, more frequent cleaning of high-touch areas, employee training, and generally only having takeout/grab’n’go at restaurants for now.”
Fodor's
8 Ways Your Hotel Stay Will Be Different Post-Pandemic
The new coronavirus is changing everything about how we live in the short-term, and maybe forever too. Travel won’t end, thank goodness—as Ariela Kiradjian, co-founder and COO of the Boutique Lifestyle Leaders Association, says “Travel is what brings our world together, it is how we learn about other cultures and is an important part in people’s lives.” But even though travel will resume, we should not plan for it to look the same. Here’s what to expect in the hotel world.
Magazine
How to minimize your Covid-19 risk in Mexico
"Boutique isn't for the masses," said Ariela Kiradjian, co-founder and COO of the Boutique Lifestyle Leaders Association. "It's for someone who wants a specialized experience that no one else is getting." Boutique hotels are traditionally smaller properties, as well, with a smaller staff and far less daily foot traffic.
The Ringer
Room & Pod: The Hot New Hotel Amenity Is a Podcast Studio
Hosting a studio also emphasizes the boutique hotel’s position as a creativity hub. “Boutique hotels are so much more than a place to sleep,” says Ariela Kiradjian, co-founder of Stay Boutique and COO of the Boutique & Lifestyle Leaders Association. “They capitalize off of the reality that travelers will invest in unique immersive experiences.” The Boutique & Lifestyle Leaders Association says it doesn’t currently have hard numbers on the growth of the hotel podcast studio market, but that it’s working on compiling numbers during the next few years. Kiradjian expects the trend to grow, but notes that at least for the immediate future, they’re most likely to turn up only in metro areas and upscale boutique hotels, as their target demographic are more likely to be “creatives.”
LODGING Magazine
Broadening Boutique: Ariela Kiradjian of BLLA and Stay Boutique on the Future of Boutique
The mother-daughter duo of Ariela and Frances Kiradjian is most definitely a dynamic one. Together, they run both the Boutique & Lifestyle Leaders Association (BLLA) and its publication, Stay Boutique, as well as a several boutique-focused events all over the world. Ariela, who holds the position of COO, connected with LODGING to discuss this week’s Boutique Hotel Investment Conference, the progress of the association’s rebranding initiative, which began one year ago, and how boutique is becoming an industry unto itself.
Northwest Prime Time
'There is a little bit of boutique in all of us!'
The Boutique Lifestyle Leaders Association (BLLA), which was originally The Boutique & Lifestyle Lodging Association, is the official organization for the world’s boutique lifestyle leaders. Frances Kiradjian and Ariela Kiradjian, founders of BLLA, started the association and corresponding stay-boutique.com website back in 2009.
How to Share Podcast
Ep. 05: How to market your hotel now, with Frances & Ariela Kiradjian.
Frances and Ariela Kiradjian, the mother-daughter duo behind the Boutique & Lifestyle Leaders Association, and Stay Boutique, are here today to help me answer some of the many questions we face as hotel marketers, owners, and travelers.Episode 4: Boutique & Independent Hotels with Ariela Kiradjian
JustLuxe
Why Boutique Hotels Will Hit the Sweet Spot for a Staycation This Summer
Featured In
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
RBS Acquires Zeko to Accelerate AI Innovation Across Hospitality
ST. LOUIS, MO — RBS, a global provider of operator-first hospitality technology, today announced the acquisition of Zeko, an AI-powered guest engagement platform purpose-built for the hotel industry. The acquisition strengthens RBS’s guest experience capabilities as the company continues building an intelligent, unified platform designed to simplify operations and drive revenue across hospitality environments. Zeko’s platform automates the guest journey from pre-arrival through checkout, combining AI-powered upselling, WhatsApp automation, digital check-in, and real-time concierge features into a single, easy-to-deploy layer that works alongside existing property management systems. Zeko is trusted by leading brands and hotels that have reported revenue increases of up to 20% through smarter guest engagement and ancillary sales. By integrating Zeko’s capabilities, RBS expands its ability to deliver intelligent, guest-facing tools that drive ancillary revenue, reduce staff workload, and create more consistent, personalized experiences across hotels, resorts, ranches, lodges, outfitters, restaurants, food and beverage operations, and retail environments. “The guest experience is where hospitality businesses win or lose,” said Glenn Turner, CEO of RBS. “Zeko gives operators a proven, intelligent layer that engages guests at every touchpoint, from the moment they book to the moment they check out. Adding that capability to the RBS platform is a meaningful step forward for the operators we serve.” The acquisition reflects RBS’s continued investment in AI innovation, not as a standalone feature, but as a foundational capability integrated across its products and services. “Joining forces with RBS enables us to scale our guest engagement platform across thousands of properties globally,” said Manit Deep Prashar, Founder & CEO of Zeko. “Zeko was built to close the gap between rising guest expectations and operational complexity in hotels. Together, we are extending that capability worldwide — enabling operators to automate routine workflows, unlock new revenue streams, and deliver seamless guest experiences that keeps them coming back.” About RBS RBS (Romeo Bravo Software) builds operator-first technology for the global hospitality industry. Trusted by more than 4,800 properties in over 35 countries, RBS serves hotels, resorts, ranches, lodges, outfitters, restaurants, food and beverage operations, and retail businesses. Its portfolio includes YellowStone, an all-in-one system for ranches, lodges, and outfitters; WinCloud, a modern cloud-based hotel management solution; and Hashmato, an end-to-end platform supporting restaurant, foodservice, and retail operations. Together, RBS solutions are designed to replace fragmented systems with unified, AI-enabled technology that helps operations deliver exceptional guest experiences and grow more profitable. About Zeko Zeko is an AI-powered guest engagement platform that helps hotels effectively engage with guests from pre-arrival through checkout via tailored concierge features, Whatsapp automation & real time upselling. Built by hospitality operators with a deep understanding of operational challenges and the demands of modern travelers. Zeko operates under the leadership of CEO Manit Deep Prashar and VP of Growth Umesh Sharma. The platform integrates seamlessly with existing property management systems and serves hotels, resorts, and vacation properties worldwide. The terms of the acquisition have not been disclosed.
Though Leadership
Registration opens for Hotel & Resort Design South 2026
Hotel & Resort Design South (HRDS) 2026 has opened visitor registration, inviting the global hospitality design industry to the Miami Beach Convention Center on 9 – 10 June. The free-to-attend exhibition and conference is dedicated to the design of hotels, resorts, and private island destinations in the Southern States, Caribbean, and Latin America, offering focused opportunities for product discovery, knowledge-building, and meaningful connections. The hotel and resort development pipeline across the Southern States and CALA regions continue to expand at pace. According to Lodging Econometrics’ Q2 2025 Hotel Construction Pipeline Trend Report, Latin America recorded 22% year-on-year growth, with 748 projects in progress and 360 developments forecast to open or be underway through 2027. With major growth across Mexico, Brazil and the Dominican Republic, the demand for design expertise, professional services, and innovative products has never been greater. Leading developers, hotel operators, design and architect studios, and procurement firms will meet at HRDS to strategically source for the demand ahead, steering project success. Where hotel interior innovation comes to life HRDS taps into the very real need for high-quality products and specific professional services that will make this forecast for exponential growth become reality. With more than 250 exhibitors, specifiers can condense extensive product research into two efficient days, streamlining procurement processes and fast-tracking project timelines. Attendees can explore the vibrant show floor of design studios, interior suppliers, and manufacturers specialising in hotel and resort interiors, outdoor spaces, wellness, guest experience, hotel operations, and more. Amongst these will be 40 Product Showcase suppliers who will highlight their hero products, materials and solutions in a gallery-style display. The exhibits will reflect the diverse influences shaping hospitality design across the Southern States and CALA regions, from the creative styles, climatic conditions to regional regulations and cultural preferences that give each state and country its distinct, vibrant personality.Confirmed exhibitors include Molteni&C, Williams-Sonoma, Ikonni, Gabriella White Contract, Polywood, Elite Stone, Sherwood Bedding, Shademaker, Corston, and many more. Accredited content designed to inspire and inform The HRDS content program, sponsored by NEWH and accredited by the International Design Continuing Education Council (IDCEC), stands as a platform empowering professionals to be at the forefront of hospitality design, spark new ideas, and develop in their careers. Speakers from top hotel brands, developer and procurement firms, and design studios will share their expertise through engaging debates, focused talks, Lunch & Learns, Meet the Brand Q&As covering the latest in hotel and resort design and guest experience. Topics will explore how branding informs projects from development to design, a spotlight on private island destinations, how regional identity shapes design in the Southern States, as well as insights into lifestyle and luxury, local influences and the latest industry developments. Networking at the heart of the event Dedicated to connection and collaboration, HRDS brings together all those involved in the development and design of hotels, resorts, and private island destinations – facilitating the space for attendees to create new partnerships across the industry. A variety of free-to-attend networking experiences can be enjoyed including the Opening Party, Happy Hour, association-led lunches, Speed Networking, off-site wellness activities, as well the dedicated HRDS lounge to hold meetings. Representatives from the likes of Hilton Hotels & Resorts, IHG Hotels & Resorts, Accor, Marriott International, Hyatt, Wyndham, Six Senses, Kerzner International, The Parker Company, Beyer Brown, and JOI-Design will all be in attendance. Cross-sector connections HRDS attendees also gain access to the co-located Cruise Ship Interiors Design Expo Americas (CSI Americas), the world’s only event dedicated exclusively to cruise ship interior design. With 250 cross-sector exhibitors, content sessions, and networking opportunities, visitors can draw inspiration from both hospitality and cruise markets while meeting professionals working on newbuild and refurbishment cruise projects. Attend for free Hotel & Resort Design South takes place 9 – 10 June 2026 at the Miami Beach Convention Center. Register today to secure your complimentary pass and join the hotel and resort design community in Miami. About Hotel & Resort Design SouthHotel & Resort Design South is the world’s only event dedicated exclusively to the design of hotels, resorts, and private island destinations across the Southern States, Caribbean and Latin America. For more information on Hotel & Resort Design South, please contact Senior Marketing Manager, Olivia Irving at olivia.Irving@elite-exhibitions.com.
Though Leadership
BLLA Announces "The Third Space Renaissance" as the Theme for the 2026 Investment Conference
NEW YORK, NY, April 14, 2026 — The Boutique & Luxury Lodging Association (BLLA) has announced the theme for its highly anticipated annual investment gathering: The Third Space Renaissance. The Boutique Hotel Investment Conference, presented in partnership with Convene Hospitality Group and Blank Rome LLP, will take place on June 3, 2026, at Convene 237 Park Avenue in New York City, with an evening program at NeueHouse Madison Square. This year's theme reflects a broader cultural and capital shift that BLLA has tracked for nearly a decade: the emergence of third spaces as the defining frontier of hospitality investment. Members' clubs, wellness studios, immersive activations, and community-driven environments are no longer fringe concepts. They are where the most sophisticated operators and investors are placing their attention and their capital. "Culture is the new amenity," said Frances Kiradjian, Founder & CEO of BLLA. "The operators and investors who understand that are the ones defining this next cycle." The Boutique Hotel Investment Conference will bring together hotel owners, developers, investors, and creative leaders to examine what this shift means for capital strategy, asset positioning, and the future of the guest experience. Programming will span panel discussions, keynote conversations, and curated networking, designed not just to inform, but to connect the people actively shaping what comes next. Programming Highlights This year's conference returns to something BLLA pioneered long before the rest of the industry caught on: the conviction that hospitality's most important teachers often come from outside it. Fashion. Music. Wellness. Art. The cross-industry dialogue that defined BLLA's pre-pandemic programming is back, sharper and more urgent than ever. The discussion, When Fashion Checks In, brings the lens of luxury retail and fashion directly into the investment conversation. Thierry Prevost, CEO of Printemps New York, the landmark Art Deco destination on Wall Street that has redefined what a cultural retail experience can be in America, joins the dialogue to examine where fashion and hospitality have always intersected and why that intersection is now one of the most consequential places in the industry to be paying attention to. Where You Live Is Where You Stay examines the rapidly evolving world of luxury branded residences and what happens when hospitality moves in permanently. With Mandarin Oriental and Montage among the voices in the room, this session explores how the boundaries between home and hotel are dissolving, what that means for developers and investors, and why residential meets hospitality is one of the most significant growth conversations in the industry right now. The New Workplace Is Hospitality features Ryan Simonetti, Co-Founder and CEO of Convene Hospitality Group, on what it means to build spaces where work, gathering, and experience converge. With Convene and NeueHouse both under his leadership, Simonetti sits at the precise intersection of workspace and hospitality culture, and his session will examine how the lines between where we work, gather, and stay have not just blurred but collapsed entirely. Culture Is the Program examines why cultural programming, from rotating exhibitions and music series to chef collaborations and gallery partnerships, is no longer a brand play alone. It is an investment strategy. This session brings together operators, curators, and creative directors doing it at the highest level, among them Ross Michaels, Founder of Park Avenue Artists, whose work pushes artist management, production, and intellectual property into entirely new territory, and Damien Del Rio, Principal Owner of Sauced, whose wine bar concept has turned the simple act of gathering around a bottle into something closer to a cultural institution. The session unpacks what it actually costs, who owns it internally, and how it moves the needle on rate, occupancy, and loyalty. Lessons From the Sauna Culture Movement examines what standalone thermal operators have quietly figured out about belonging, loyalty, and the architecture of a genuine third space, including Robbie Bent, CEO and Co-Founder of Othership, one of the most talked-about thermal and breathwork communities in North America, and Mauri Waneka, Founder of Schwet, whose three-story Budapest-inspired luxury bathhouse and social club arriving in Tribeca this spring is already redefining what a social wellness club can be. Steam rooms were once an afterthought. The bathhouse didn't wait for hospitality to catch up, and this session unpacks what it learned along the way. The Listening Bar as Blueprint brings together the owners and music curators behind some of the most compelling analog listening spaces in the country, including Shane Davis of Public Records, one of New York's most celebrated listening bar destinations, and Adriana Marianella, whose forthcoming Stylus is an acoustic salon for cultural exploration. Going deliberately, intentionally lo-fi turns out to be one of the most radical moves in hospitality right now. This session asks what hotels can learn from spaces where the experience itself, not the real estate around it, is the entire point. "The hospitality industry moves in waves," said Ariela Kiradjian, Partner & COO of BLLA. "We saw it in 2009. We saw it again in 2018. What we are witnessing now in 2026 is the beginning of the next renaissance, and third spaces are at the center of it." Convene Hospitality Group and Blank Rome LLP join as presenting sponsors of the event, underscoring the growing convergence of hospitality, real estate, and the broader lifestyle economy. The 2026 Boutique Hotel Investment Conference is made possible with the support of Blank Rome LLP, Convene Hospitality Group, Greenberg Traurig, RBS, Gecko Hospitality, Escoffier, Nestlé Waters & Premium Beverages, Airbnb, Order.co, Arch RoamRight, Coast to Coast Custom Furniture, and Boutique Money Group. For sponsorship inquiries, email info@bllaevents.com, and for more information, visit blla.org/events Register Now Program Planning CommitteeBLLA extends its sincere gratitude to the members of the 2026 Program Planning Committee — Ernest Lee of EOS Hospitality, Guy Maisnik of JMM, Irina Zavina, Joe LeVine of Mercer Street Partners, Rod Clough of HVS Americas, and Spenser Apramian of Bridgeton, whose collective expertise has been instrumental in shaping this year's programming. About BLLAEstablished in 2009, the Boutique & Luxury Lodging Association (BLLA) is the world's most innovative and influential association for independent boutique hotels, brands, and suppliers. Dedicated to championing the unique essence of boutique hospitality, BLLA offers its global membership base unparalleled networking opportunities, industry insights, and advocacy initiatives. With a mission to elevate and empower independent hotel owners and operators, BLLA continues to shape the future of hospitality through innovation, collaboration, and excellence. The organization is a pioneer in forecasting the boutique movement. The corporate manifesto showcases BLLA as a catalyst for trends and the future of the boutique lifestyle, with a hospitality focus. BLLA.org | BLLA LinkedIn | StayBoutique
Though Leadership
BLLA's Investment Conference Brings Blank Rome LLP Into the Room
A Partner-Level sponsorship that reflects the undeniable momentum of boutique hospitality as an investment category — June 3, 2026, Convene 237 Park, New York City Register Now NEW YORK, NY, April 6, 2026 — The Boutique & Luxury Lodging Association (BLLA) today announced Blank Rome LLP will serve as a Partner-Level sponsor of its 2026 Boutique Hotel Investment Conference, taking place June 3, 2026, at Convene 237 Park in Midtown Manhattan. With a market‑leading hospitality practice and significant experience advising clients on sophisticated matters, Blank Rome brings a strategic, business‑focused perspective to the conference, spanning growth initiatives, complex transactions, and high‑stakes disputes across premier hotel projects. Now in its 14th year, the conference is the only event dedicated exclusively to independent boutique hospitality, a curated one-day forum where owners, investors, developers, and operators convene to shape the sector's future. The day event continues into the evening with an After-Party at Neuehouse Madison Square for all registered attendees. Blank Rome’s partnership reflects the firm’s long-standing commitment to the hospitality industry and its understanding of the unique dynamics of independent boutique hospitality, where success is shaped by distinct brand vision, operational flexibility, and differentiated guest experiences. The firm advises clients throughout the full lifecycle of hotel, restaurant, and mixed-use projects, representing developers, owners, operators, lenders, and investors across matters, including joint ventures, capital structuring, brand and licensing strategies, dispute resolution, and workforce challenges. “Blank Rome brings something to this partnership that goes beyond legal expertise. They bring a genuine belief in what boutique hospitality represents. Having their firm in the room signals to every investor, developer, and owner attending that this conference is where the real conversation happens.” — Frances Kiradjian, Founder & CEO of BLLA. “We are proud to support the BLLA conference as a Partner‑Level sponsor, reflecting Blank Rome’s deep commitment to the hospitality sector and our clients, many of whom share a common thread of commitment to unique and creative hospitality experiences,” said Christy Reuter, co‑chair of Blank Rome’s Hospitality practice. “This event brings together the leadership shaping the future of independent hospitality, and we are thrilled to connect with like-minded hospitality owners and professionals who share the same passion for cultivating design-forward projects and unique guest experiences across the independent hotel landscape.” “Having recently joined Blank Rome, I am excited to leverage the firm’s expanded platform and deep hospitality bench to help clients navigate increasingly complex development, investment, and operational challenges,” said David Sudeck, co-chair of Blank Rome’s Hospitality practice. “The BLLA conference is exactly the right forum to connect with forward-thinking hospitality leaders and to support clients as they bring innovative, independent hotel concepts to market.” The Blank Rome Partnership Representing Blank Rome at the conference will be Christy Reuter and David Sudeck, Partners and Co-Chairs of the firm's Hospitality practice, along with Partner Mark Adams. Leveraging their extensive industry knowledge, the Blank Rome team supports clients across the hospitality sector. Their global reach and real-world perspective help navigate the complexities of hotel projects, offering tailored guidance on deal structuring, conflict resolution, and strategic business decisions within the evolving hospitality landscape. "This conference has always attracted the right people, and Blank Rome is exactly that. The legal and financial frameworks shaping boutique hotel investment are getting more complex, and having a partner that operates at that level of sophistication, while still being deeply connected to the human side of hospitality, makes the entire day stronger." — Ariela Kiradjian, Partner & COO of BLLA. Registration Seating is limited. Early registration is encouraged. Tickets and additional information are available at blla.org/events Register Now Program Planning CommitteeBLLA extends its sincere gratitude to the members of the 2026 Program Planning Committee — Ernest Lee of EOS Hospitality, Joe LeVine of Mercer Street Partners, Rod Clough of HVS Americas, and Spenser Apramian of Bridgeton, whose collective expertise has been instrumental in shaping this year's programming. About BLLAEstablished in 2009, the Boutique & Luxury Lodging Association (BLLA) is the world's most innovative and influential association for independent boutique hotels, brands, and suppliers. Dedicated to championing the unique essence of boutique hospitality, BLLA offers its global membership base unparalleled networking opportunities, industry insights, and advocacy initiatives. With a mission to elevate and empower independent hotel owners and operators, BLLA continues to shape the future of hospitality through innovation, collaboration, and excellence. The organization is a pioneer in forecasting the boutique movement. The corporate manifesto showcases BLLA as a catalyst for trends and the future of the boutique lifestyle, with a hospitality focus. BLLA.org | BLLA LinkedIn | StayBoutique
Though Leadership