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
BLLA Concludes the 2025 Boutique Hotel Owners Conference
Mapping new paths for growth & innovation while celebrating BLLA’s 16th anniversary The 2025 Boutique Hotel Owners Conference, hosted by the Boutique & Luxury Lodging Association (BLLA), concluded its annual gathering, offering a clear view of the challenges and opportunities shaping the future of boutique hospitality. Guided by the theme Terra Incognita, the event championed creative thinking, encouraged hoteliers to explore new strategies, and highlighted the value of integrating culture, innovation, and connectivity to elevate the guest experience and stay ahead in an evolving industry. Terra Incognita: Turning Exploration into Opportunity The unifying theme of the 2025 Boutique Hotel Owners Conference, Terra Incognita — Latin for “unknown land,” symbolized the spirit of discovery that drives the boutique community. It encouraged hoteliers to push beyond familiar models, rethink what hospitality can mean in a new era, and navigate change with creativity, purpose, and integrity. The theme reflected both the entrepreneurial DNA of independent hotel owners and BLLA’s mission to guide them through uncharted territory with connection, innovation, and soul. “Terra Incognita is about courage and the willingness to lead our industry into spaces not yet defined. Boutique hotel owners are explorers by nature, charting their own course rather than following one that’s already been mapped. This year’s conference reminded us that the most extraordinary growth happens when we embrace uncertainty with creativity, purpose, and collaboration. Attendees were embracing this theme throughout the 2 days, and at the last session on day 2, it was clear this event was a success!” – Frances Kiradjian, Founder & CEO, Boutique & Luxury Lodging Association (BLLA) “Terra Incognita speaks to the fearless spirit of boutique hospitality — a movement defined by creativity and conviction. Every owner, every operator who joins us is helping redraw the map of what hospitality can be. It’s not about size or scale; it’s about depth, originality, and the courage to build something meaningful in unexplored territory. The event affirmed that boutique hotels can thrive as lucrative ventures while offering unique experiences that excite a new generation of travelers through sustainable practices, authentic storytelling, and human connection.” – Ariela Kiradjian, Partner & COO, Boutique & Luxury Lodging Association (BLLA) Set in the suburbs of Los Angeles, the two-day conference brought together independent hoteliers, industry leaders, and emerging professionals to connect, recharge, and engage in meaningful dialogue. Attendees explored the sector’s key drivers of value, including adapting to evolving guest expectations, sourcing and structuring capital while staying aligned with core values, aligning brand, design, and operations, and preserving creative identity within a shifting financial and cultural landscape. Interactive panels, including manifestos in which hoteliers shared their hotel origins and career journeys, as well as curated networking sessions, encouraged attendees to engage, ask questions, and contribute insights. This collaborative space enriched discussions, introduced fresh perspectives to familiar topics, and fostered meaningful industry connections. Celebrating 16 Years of Boutique Leadership This year also marks 16 years since BLLA first gave voice to the boutique movement — uniting independent visionaries who believed hospitality could be personal, creative, and soul-driven. From a bold idea in 2009 to a global community of owners, brands, and innovators, BLLA continues to lead the evolution of independent hospitality, championing authenticity, advancing industry standards, and inspiring the next generation to dream even bigger. This year’s sponsors included: Nestle Waters & Premium Beverages / Greenberg Traurig / Capital One Travel / Liquid Crystal / Segafredo Zanetti / Arch RoamRight / Romeo Bravo Software / Simplotel / Gecko Hospitality / Escoffier, School of Culinary Arts / Jonas Chorum / Operto / dailypoint / Eviivo / mknly procurement / The Company Store Roundtable discussions, held on both days, explored a diverse range of subjects, including hotel marketing, revenue optimization, distribution/direct booking strategies, hotel operations, leadership, luxury hospitality, food & beverage, AI & guest-facing technology, the art of storytelling, and the growing shift toward regenerative frameworks and sustainability-focused hospitality. Key Themes and Industry Insights Conscious Capital: Building with Soul and Scale The Architecture of Emotion Why Guest Tech is the New Revenue Stream Signals of Luxury: Interpreting the Codes Across Borders Food & Beverage as a Guest Experience Catalyst Regenerative Models for Land, Culture, and Hospitality Boutique Industry Report: Market Shifts to Watch Voices From the Conference "Congratulations again on an amazing conference. I loved it. Ariela, you blew me away with keeping everyone on time and on script. We are not an easy bunch and yet you managed to keep us all in line throughout - well done!” - David Bowd, Founder & Chief Executive, Salt Hotels. "This is just a quick note to say BRAVO for the fabulous event. Everyone seemed engaged and inspired by the content and execution. I loved the speakers and subjects you curated (especially the luxury talk on Day 2!). Everything was amazing. Thank you for including me." - Kimberly Walker, Founder, Nomada Hotel Group. About the Boutique & Luxury Lodging Association (BLLA) Established 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 focus on hospitality. BLLA.org BLLA LinkedIn BLLA Events LinkedIn Experience the intention behind BLLA Events.
Though Leadership
The Independent Hotel Revolution Why Boutique Properties Are Capturing Investor Attention
Interview by Keycrew JournalThe hospitality landscape is undergoing a significant shift as travelers increasingly seek authentic, personalized experiences over standardized brand offerings. At the center of this change is Frances Kiradjian, founder and CEO of the Boutique & Luxury Lodging Association (BLLA), who has spent 16 years supporting independent hotel properties that many once dismissed as a declining segment. “I’ve never been more excited to open LinkedIn these days,” Kiradjian says, reflecting on the current market momentum. “Everybody is talking about independent boutique assets more than they ever have before in the past 16 years. It is the place travelers are going. It is the place capital is going more and more, even institutional capital.” From Travel Agency Roots to Industry Leadership Kiradjian’s journey into boutique hospitality began in the travel agency sector, where she gained foundational insights into traveler preferences and the complex mechanics of hospitality revenue management. Her early exposure to yield management principles, originally pioneered by airlines, proved instrumental in understanding how hotels could optimize their revenue potential. “The airlines were really the first people to figure out yield management,” she explains. “Hotels today, probably more than any other kind of real estate, have a room sitting there. How are you going to fill it? How are you going to get the most revenue out of that room? It’s definitely a game, an interesting one.” After building a successful hotel rate negotiation company that booked 3 million room nights annually over 13 years, Kiradjian noticed a gap in the market. Independent hotel owners were reaching out for support, lacking the community and resources available to branded properties. “They said, ‘We need help. We don’t have anybody, we don’t have a community. We have nothing,'” Kiradjian recalls. This need prompted her to launch BLLA in 2008, despite industry skeptics who predicted the decline of boutique hotels. What began as advocacy for misunderstood properties has evolved into representing a thriving sector that’s attracting significant capital attention. Building the Boutique Ecosystem BLLA operates as more than a traditional trade association. The organization functions through multiple divisions, each addressing specific industry needs. As the official trade association for independently owned boutique and luxury hotels globally, BLLA establishes standards for what qualifies as boutique, helping investors and travelers navigate an increasingly complex landscape. The organization’s conference division brings together global leaders managing portfolios that, while smaller than major chains, represent significant investment opportunities. “It could be 50 properties in their portfolio, but they’re still independently owned,” Kiradjian notes, highlighting how these operators often transition from ownership to management companies as they recognize market opportunities. BLLA’s Boutique Money Group serves as a matchmaker between capital and projects. “After 16 years, we pretty much know everybody,” Kiradjian explains. “I’ll have the owner of the project and someone from the family office on the call together. We’re kind of a third person listening, but also knowing when it’s appropriate to make the crossover.” The Investment Thesis Strengthens Recent market developments have validated the boutique hotel investment thesis. Airbnb’s recent announcement acknowledging the importance of independent hotels signals broader industry recognition of this segment’s value. “When those guys speak, it says something,” Kiradjian observes. “It says that there’s recognition that the consumer, the traveler, is interested in independent boutique hotels more than they are in branded properties, unless they belong to a loyalty club.” The appeal extends beyond consumer preference to fundamental investment metrics. Boutique hotel assets are increasingly commanding premium prices compared to branded properties in the same markets. This performance reflects travelers’ growing desire for authentic experiences and flexibility unavailable in standardized environments. Celebrity and luxury brand involvement further validates the sector’s potential. Recent high-profile acquisitions, such as Ellen DeGeneres purchasing El Capitan in Santa Barbara from LVMH, demonstrate how prominent figures are choosing independent properties over branded alternatives. “You’re going to see a lot more name-branded boutique hotels that are going to have that famous retail luxury brand attached to it,” Kiradjian predicts, citing examples like Christian Louboutin’s hotel ventures. Operational Innovation and Market Positioning The boutique hotel sector’s strength lies in its ability to think beyond traditional hospitality boundaries. BLLA conferences feature speakers from diverse industries, from fashion brands to craft coffee companies, recognizing that boutique hotel guests seek experiences that extend beyond accommodation. “You have to get your inspiration not just from inside your industry, or you’re going to have blinders on,” Kiradjian emphasizes. “You have to look at what else is going on in the world, from retail to food and beverage to other brands that are figuring out how to connect with their customers.” Many boutique properties deliberately avoid major online travel agencies, preferring to maintain exclusivity and direct customer relationships through social media and influencer partnerships. Technology and Operational Challenges The sector faces several pressing challenges that will shape its future development. Artificial intelligence represents both opportunity and complexity, affecting everything from guest discovery to operational efficiency. “How are you going to be found? It’s not just about SEO any longer, you have to have stories there,” Kiradjian explains. “There’s so many things that AI is looking for to draw consumers to your website.” At the same time, AI offers operational benefits by automating routine tasks, allowing staff to focus on the personal interactions that define boutique hospitality. This balance between technology and human connection remains crucial. Financing presents another challenge. Traditional lending for independent properties remains difficult, creating opportunities for family offices and private equity partners willing to support renovation and expansion projects. Wellness and Food Service Evolution The boutique sector is also responding to evolving wellness trends, particularly in food and beverage operations. Properties are eliminating seed oils from their kitchens, focusing on healthier cooking methods using avocado oil, coconut oil, and extra virgin olive oil. “People are more cognizant of wellness trends these days,” Kiradjian notes, describing how BLLA now specifies these requirements for its own events. This attention to wellness extends beyond food to encompass the entire guest experience. Food and beverage operations remain essential to boutique hotel success, with properties unable to compete effectively without comprehensive dining offerings. The sector regularly features prominent restaurateurs like José Andrés, whose work and restaurant empire exemplify the type of authentic storytelling that resonates with boutique hotel guests. Looking Forward As the boutique hotel sector continues gaining momentum, several trends are likely to accelerate. Family office investment is increasing as these investors recognize the sector’s potential for both financial returns and lifestyle benefits. The integration of luxury retail brands into hotel concepts will likely expand, creating new hybrid hospitality experiences. The sector’s collaborative culture, where competing properties share insights and support each other, provides a foundation for continued growth. This openness to knowledge sharing helps individual properties improve while strengthening the entire sector. For investors considering hospitality opportunities, the boutique hotel sector offers compelling advantages: premium pricing potential, growing consumer demand, and operational flexibility. As Kiradjian’s 16-year journey demonstrates, what once seemed like a niche market has evolved into a significant investment opportunity. The upcoming Terra Incognita conference, focused on exploring uncharted territory in boutique hospitality, reflects an industry confident in its direction. For investors willing to look beyond traditional branded properties, the independent boutique hotel sector presents an increasingly attractive proposition in today’s evolving hospitality landscape.
Though Leadership
A Conversation with Atit Jariwala and Spenser Apramian of Bridgeton Holdings
For Atit Jariwala and Spenser Apramian, boutique hospitality isn’t just a business model—it’s a belief system. Their portfolio, which includes the acclaimed Walker Hotels and the serene Marram Montauk, has become synonymous with intuitive design, soulful guest connection, and a bold approach to value creation in overlooked spaces. In a recent conversation with BLLA, Jariwala and Apramian pulled back the curtain on Bridgeton’s investment philosophy—and how they continue to strike the elusive balance between purpose, profit, and place. “We look for overlooked buildings with great bones and a better story,” Jariwala explained. “We’re drawn to properties in vibrant, walkable neighborhoods. If it has character, upside, and a pulse—or the potential for one—we’re interested.” This emphasis on story is more than a design choice—it’s a financial strategy. “For us, design and guest experience are part of the financial strategy,” said Jariwala. “We don’t see them as separate from performance—they’re what drive it.” Whether it’s the barefoot minimalism of Marram or the soulful grit of the Walker Hotels, the duo aims to create spaces that spark emotional connection. Marram Montauk, Montauk, NY “That emotional connection turns into loyalty, buzz, and long-term value,” he added. “So yes, we care about the bottom line, but the best ROI comes from creating spaces that make you feel.” As travelers shift further toward experiences over amenities, the Bridgeton team believes boutique hotels are stepping into a new role—not just as places to stay, but as cultural beacons. “These properties are becoming the heartbeat of cities and culture,” Apramian said. “They create moments you cannot replicate, which makes them not just culturally relevant but financially powerful.” Walker Hotel Greenwich Village, New York, NY When asked how they evaluate risk in this category compared to more traditional hotel investments, both founders pointed to the importance of nuance. “With boutique properties, risk is less about spreadsheets and more about storytelling,” Sharma said. “The margins for error are smaller, but the rewards can be bigger if you get it right.” That means placing weight on factors many underwriting models can’t quantify. “We focus on the intangibles like neighborhood vibe, cultural fit, and emotional resonance,” Jariwala added. “A boutique hotel’s success often hinges on connection—not just occupancy. It’s less plug-and-play and more craft and conviction.” Still, the team is clear-eyed about the importance of sound financial grounding. “Of course, birthing a financially sustainable project requires a keen understanding of a P&L,” Jariwala emphasized. “But we’ve found there’s no glass ceiling in terms of rates people are willing to pay for unique experiences and projects.” Looking forward, they remain bullish on the independent space. “In the next three to five years, we expect continued demand for properties with personality and purpose. The market may shift, but the desire for authentic, memorable stays is only growing.” Dawn Ranch, Sonoma, California “BLLA is one of the few organizations that gets it right,” Jariwala said. “It’s a very curated group of investors, operators, designers, and developers in the space.” For Bridgeton, community and collaboration are essential ingredients in their continued evolution. “There’s a lot to learn from BLLA members,” Jariwala added. “Our goal is to create the best lodging experiences in the world—and what better way than to learn from the best?” With a portfolio driven by emotion, an eye for underappreciated value, and a vision that marries profit with purpose, Bridgeton continues to shape the next chapter of boutique hospitality.
Though Leadership
Nomada Hotel Group Joins BLLA to Enrich Team Community Through Education, Networking & Support
Los Angeles – September 3rd, 2025 – Nomada Hotel Group, a private collection of boutique lifestyle properties, is proud to announce its elevated partnership with the BLLA (Boutique & Luxury Lodging Association). Through this membership, Nomada aims to deepen its commitment to professional development and foster a stronger sense of community among its team. Strategic Rationale for Joining BLLA Kimberly Walker, Founder of Nomada Hotel Group, shares the guiding sentiment behind the decision: “We spend so much time creating and servicing community, it’s important that we also provide community for our team. BLLA with its education, networking, and support pillars felt like the right fit for our hotel group and team to become a part of.” Nomada sought a platform that transcends traditional membership—one that emphasizes holistic professional growth. They were drawn to BLLA’s triad of pillars: Community, offering peer-to-peer learning and idea exchange; Education, enabling continuous skill-building through workshops and seminars; Advocacy, empowering team members with resources, mentorship, and shared best practices. Nomada’s Motel Renovations that have joined BLLA to benefit from these pillars are: Skyview Los Alamos – A 1950s roadside motel transformed into a chic wine country retreat, preserving its mid-century charm while introducing modern touches and vineyard views. Hotel Ynez, Solvang – Once a modest motor lodge, now reimagined as a hidden garden escape, surrounded by oaks and offering an intimate, nature-inspired stay. Farmhouse, Paso Robles – A classic 1950s motel restored into a stylish, gathering-oriented inn, celebrating Paso’s agricultural roots with a contemporary twist. River Lodge, Paso Robles – A riverside lodge revival that blends rustic heritage with laid-back California cool, creating a welcoming base for exploring wine country. How BLLA Empowers Nomada Hotel Group BLLA facilitates Nomada’s ambitions by providing: Exclusive access to carefully curated educational programs tailored for boutique and lifestyle hospitality leaders. Meaningful networking events—both in-person and virtual—that connect Nomada executives with industry peers and thought leaders. A repository of research, toolkits, and mentorship networks, strengthening internal support structures. This holistic support aids Nomada in staying ahead of industry trends, streamlining operations, and nurturing leadership across all properties. Executive Access: A Catalyst for Growth Giving Nomada’s executives access to BLLA reflects a forward-looking strategy. Kimberly explains: “Empowering our senior leaders with BLLA membership underscores our belief in investing in their growth. It opens doors to innovative ideas, structural support, and a broader community—ultimately raising the bar for our guest experiences.” - Kimberly Walker, Founder of Nomada Hotel Group Through BLLA, Nomada’s leadership gains exposure to industry benchmarks and forward-thinking practices—vital for both strategic vision and day-to-day execution. The Value of Association Membership Membership in BLLA signifies more than affiliation—it reflects shared values and a commitment to boutique excellence. As Kimberly notes: “Being part of an association signifies that we belong to something bigger. It means collaboration, shared purpose, and unity—especially for independent operators like us who value community as much as creativity.” About Nomada Hotel Group Nomada Hotel Group is rooted in a passion for the terroir of California’s Central Coast, creating authentic hospitality experiences for its guests. From wine bars to boutique hotels, Nomada specializes in rescuing forgotten spaces and reinventing them as creative gathering places for the modern traveler. About BLLA (Boutique & Luxury Lodging Association) 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.
Though Leadership