I. Introduction:

1. Concept:

- Boutique Hotel is a small-medium scale luxury hotel model (about 20-100 rooms), but each space is designed with a separate concept, highly artistic and personalized. Visitors come here not only to relax but also to enjoy the creative atmosphere, sophisticated aesthetics and "tailor-made" services.

- Boutique Residence (luxury serviced apartment) is a long-term accommodation version of a boutique hotel, combining the comfortable living space of an apartment with the service standards of a luxury hotel. This is an ideal choice for professionals, businessmen, or international guests who want to stay for a long time but still be well taken care of.

=> Both models represent the "quiet luxury" style, with their own unique identity, creating an emotional living and resort experience for middle- and upper-class customers.

2. Why is it becoming a trend?

- Today, travelers are looking for more than just a place to sleep — they're looking for an experience . A beautiful, unique space with a story and a sense of privacy is always more appealing than a standard hotel.

- The trend of staycation , workation , and lifestyle travel makes tourists prioritize places with sophisticated, convenient, and comfortable designs to both work and relax. Boutique Hotel & Residence fully meets this need: unique in design, meticulous in service, and cozy like a home, but still luxurious enough to elevate the experience.

II. Characteristics: 

1. Optimal scale:

Boutique Hotels usually have only 20-100 rooms, while Boutique Residences have about 10-50 apartments, creating a more private and quieter feeling than chain hotels. The small scale helps operate close, delicate services, bringing the feeling of "someone caring everywhere". Guests feel the warmth of home but still enjoy all the amenities of a high-class hotel.

2. Outstanding design:

- Each hotel room/apartment has its own concept, story , often related to local culture, art, history or modern lifestyle.

- Interior, lighting, materials, colors, music, and scents are designed in sync, creating a strong and consistent emotional experience.

- Examples of popular styles: Art Boutique, Minimalist, Scandinavian, Tropical, Heritage/Indochine, Contemporary Chic, …

3. Personalized service:

- The most "valuable" factor of Boutique Hotel is the ability to take care of customers according to their individual preferences . The staff remembers the customers' habits, suggests suitable experiences, creating a familiar feeling like returning to the home of a long-time friend.

- At Boutique Residence, the service goes further: apartment management, living support, periodic cleaning, concierge… help guests stay long-term but always maintain the feeling of being cared for like in a hotel.

4. High-class facilities:

- Despite their small scale, both Boutique Hotel and Residence have 4-5 star quality amenities: fine dining restaurant, rooftop bar, swimming pool, spa, gym, lounge space, ...

- Boutique Residence adds a private kitchen, living room, office , suitable for long-term stays, while still being supported with hotel services such as housekeeping, laundry, concierge, ...

5. Emotional experience:

- Boutique Hotel & Residence does not sell rooms - They sell experiences . From lighting, music to scent, everything is arranged to create an emotional journey. Long-term guests at Boutique Hotel & Residence feel this  even more clearly, because every day spent here brings a feeling of spiritual nourishment.

III. Overview of assessment:

A. Advantages:

1. Unique experience – create an unforgettable impression:

- Each Boutique Hotel & Residence is a world of its own. The unique space and story make customers remember for a long time, want to come back or recommend to others.

2. Highlight the space with design concept:

- Well-invested, aesthetically pleasing concepts often become highlights on social networks and the press, helping the brand spread naturally.

3. Attracting mid- to high-end customers:

- This segment is willing to pay a premium for personalized experiences, privacy, and beautiful spaces — elements that Boutique Hotels & Residences do very well.

4. Flexibility in business model:

- Investors can combine short-term and long-term rentals, optimizing revenue and diversifying customer sources.

5. Private – luxurious but discreet:

- Small space, sophisticated design, personalized service helps guests feel comfortable, relaxed, but still luxurious and private.

B. Disadvantages:

1. High investment cost:

- Due to the focus on design, interior and service, Boutique Hotels have higher initial costs than regular standard hotels. Boutique Residences also have additional long-term apartment management costs.

2. Difficult to optimize operating costs

- Because of their small size, boutiques do not achieve economies of scale. The cost per room/apartment is often higher than the traditional model.

III. Some typical Boutique Hotel & Residence projects:

1.   Harry's Residence – Hanoi:

- General introduction: Located in the central area (Hoan Kiem District / Old Quarter), Harry's Residence offers redesigned serviced apartments - "modern open-plan", spacious, fully equipped with kitchen, living room, rooftop garden, daily housekeeping service, high-speed wifi, suitable for both short-term and long-term guests.

- Evaluation, comments: Outstanding advantages are central location, easy access to attractions, friendly service attitude, cozy space like at home. Customers highly appreciate the comfort and convenience. A "hard to avoid" point is that because the apartment is located in the old quarter, the space is sometimes smaller than high-end resorts, more suitable for urban guests looking for convenient and flexible accommodation.

2. M Village :

- General introduction: A chain of resorts - boutique villas and diverse hotels in Vietnam , providing accommodation from bungalows/resort villas close to nature to serviced apartments and urban hotels. This chain aims for a relaxing experience, close to nature , and is suitable for both tourists looking for private vacation space, couples or families, as well as business travelers in big cities. M Village's design style often has a rustic - tropical feel , rustic but sophisticated, creating a feeling of comfort, in harmony with the surrounding environment.

- Evaluation, comments: The advantages of M Village are the cool green space, airy design style, spa - wellness services, bringing a feeling of relaxation, escaping the noise - very suitable for a vacation. The disadvantage may be that due to the separate bungalow design, the services and amenities are not "super high-end" like a 5-star urban hotel, more suitable for travelers looking for a natural, quiet experience.

3. The Five Residences – Hanoi:

- General introduction: Located at 345 Doi Can, Ba Dinh district, The Five Residences Hanoi is a serviced apartment/high-end residence offering 1-3 bedroom apartments, fully furnished with modern furniture, private kitchen, living room, working area - with high-end services such as gym, spa, swimming pool, concierge, 24/7 cleaning & management service, suitable for long-term business travelers, families or foreigners staying long-term.

- Review, comments: The Five stands out thanks to its “urban sophistication” lifestyle — high-end amenities, full-service packages, modern living space, suitable for those who need a balance between work and relaxation. It should be noted that the cost is often higher than a budget apartment or standard hotel; the model is suitable for the middle-upper class segment that requires stable amenities and services.

JDesign Co., LTD  - Proud to be a companion with Investors in the journey of creating " Boutique Hotels & Residences" with their own mark . With experience in Researching and Developing Concepts, Defining Styles, Optimizing Functions and Implementing Turnkey Construction, we always focus on Aesthetics - Experience - Operation . Each Boutique Hotel & Residence project that JDesign Co., LTD implements is not only a beautiful, sophisticated and classy space, but also a product with a "soul", a "story" and ensures "long-term sustainable exploitation value" for Investors.

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