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In the Business of Belonging Boutique Hotels Reshape the Future of Luxury

The recent Boutique Hotel Series: The Summit 2025, held at the Sukhothai Bangkok, lived up to its promise of delivering vision, insight, and inspiration from the best and brightest minds in boutique hospitality. But among the panels, presentations, and powerhouse personalities, one voice emerged as the soul of the summit: Leanne Reddie. Chief Commercial Officer at Chedi Hospitality, Reddie stepped in at the last minute for Jason Friedman during the highly anticipated session, “The Soul of Luxury: Boutique Hotels Re-defining Unforgettable Experiences in the Luxury Market” Rising to the moment, she delivered an unforgettable talk that blended authenticity with authority. “The essence of boutique hospitality is not about design or detail,” Reddie began, “It’s about recognition—about creating a space where people feel understood, valued, and, most importantly, seen.” She shared a formative memory of her first luxury boutique stay at The Chedi in Ubud, Bali. “Every touchpoint was intentional.” “While the big brands may reward you with points and status, boutique hotels reward you with something else entirely—a human connection.” “Boutique hotels are not in the business of beds. We are in the business of belonging.” A Masterclass in Modern Hospitality Strategy Later in the day, Reddie joined the panel “No Room for Return? Winning Boutique Hotel Strategies for a One-Stay World,” moderated by co-founder Julie Ockerby. There, she offered a structured lens on the seismic shifts impacting boutique hotel operations and marketing. “We’re in a more dynamic space—experience-first storytelling, hyper-personalisation, and digital agility are defining success. Yet many boutique brands still operate in a hybrid state: new expectations, old infrastructure.” “We’re not evolved until data, storytelling, and UX sit at the heart of every brand touchpoint.” Looking ahead, she offered this forecast: “True integration of AI into CRM and content creation. Moving beyond vanity metrics to measure long-term brand engagement. And in luxury, silence and restraint may become the ultimate expression.” On experiential travel, she made it simple: “Every moment is shareable content—especially for designed hotels like ours.” “What resonates is authentic, imperfect, personal storytelling.” She warned that with AI redefining discovery, “hotels not optimising their content risk becoming invisible.” On loyalty: At Chedi, she explained, loyalty isn’t transactional, “We’ve shifted from loyalty programmes to loyalty moments—those unexpected touches that lead to lifetime affinity, even if not repeat business.”“Encouraging social loyalty, where a guest becomes an advocate, not necessarily a repeat customer.” “Monetise the emotional equity of the stay—through branded retail, residences, or digital experiences.” “Drive post-stay storytelling. Encourage UGC. Build lifetime value through influence. One guest may refer five more.” So how do you stand out in a saturated market? “Say less, but mean more.” “Focus on story over spectacle. Instead of drone shots, ask: What does the hotel feel like in winter?” “Ensure every post answers: Why does this place matter?” And to hoteliers hoping for quick wins without digital investment? “Respectfully—you can’t shortcut trust.” “Fix the foundation: a fast, mobile-optimised, SEO-friendly site with real-time availability and compelling imagery.” “Build a narrative: one authentic story, shared across web, social, and PR.” “Amplify strategically: invest in smart paid media, preferably retargeting to warm leads and brand-aligned lookalikes.” When asked where she would invest—design, digital, or destination branding—Reddie didn’t blink: “Digital.” Adding, “Design is essential—and at Chedi, we obsess over it. Destination matters—but it’s often out of your hands. Digital is the multiplier. It’s how your hotel gets discovered, remembered, and booked. A beautifully designed hotel in a perfect location doesn’t exist—if no one finds it online.” Reddie’s sessions—equal parts heartfelt and high-impact—earned praise across the summit for their clarity and candor. Her combination of strategic foresight and storytelling turned heads and shaped conversations long after the last panel closed. As co-founder Betsy Sweat reflected, “A mere seven months ago, this was just a concept. Today, it’s a movement.” The inaugural Summit welcomed 130 visionary minds who shared, challenged, and reshaped what boutique hospitality means—together. “To those who partnered, advised, spoke, pitched, or simply showed up: you are our creative trendsetters and fearless innovators,” Sweat continued. “Oh, what an experience… and it’s only just begun.” The Boutique Hotel Series Summit 2025 brought together the best and brightest minds in hospitality. With its intimate setting, powerhouse speakers, and actionable insights, the inaugural summit was a masterclass in boutique brilliance. The Boutique Hotel Series now sets its sights on Tokyo, Hong Kong, and a return to Bangkok in 2026—with more summits, events, and masterclasses to come. The conversation isn’t over. In fact, it’s just getting interesting.

The Soul of Luxury: Jason Friedman Headlines The Boutique Hotel Series Bangkok to Redefine Unforgettable Experiences

In the world of boutique luxury, few names command as much respect—or reverence—as Jason M. Friedman. On May 29, 2025, at the serene Sukhothai Bangkok, Friedman will take the stage at The Boutique Hotel Series: The Summit Bangkok for a high-impact, TED Talk–style keynote titled: “The Soul of Luxury: Boutique Hotels Re-defining Unforgettable Experiences in the Luxury Market”. This much-anticipated session will be more than a talk—it’s a masterclass in designing guest experiences that stir the soul and set new benchmarks for luxury hospitality. Jason M. Friedman, a native New Yorker with over three decades in the industry, is the Founder and Managing Director of J.M. Friedman Hospitality, a boutique consulting firm focused on the development and operation of small luxury resorts, tented camps, and expedition ships across Southeast Asia. His client list reads like a who's who of global hospitality—Four Seasons, Raffles, Amanresorts, Rosewood, InterContinental, and independents like The Siam and Qualia. A graduate of Cornell University and Lewis & Clark College, Jason is known for pairing vision with precision, creating experiences that are as operationally sound as they are emotionally resonant. “Luxury today is not about a beautiful room, or great car, or a great meal. Luxury today in the sense of travel is about an experience you are providing. That experience is a collection of key attributes, like service, people, physical room, location, and food. All these things must come together in the right way to provide truly unique luxury experiences. It’s about an aggregation of all the components of a travel experience; it’s entirely about how you put it all together.”, said Jason. It’s this philosophy—elevated, integrated, and experience-driven—that defines Friedman’s work, from iconic projects like The Siam Bangkok to remote luxury tented camps and expedition vessels like the Kudanil Explorer. Founded in 2016, J.M. Friedman Hospitality was created to fill a rising demand for specialized luxury hospitality services in Asia. The firm has since worked with top-tier clients including Shinta Mani, Aqua Expeditions, AlUla, El Secreto Belize, and Phu Chaisai. Based in Singapore, the company assembles bespoke teams of experts for each project, while Jason remains hands-on with every client. As a founding Advisory Board Member of The Boutique Hotel Series, Jason’s keynote is both a cornerstone of the Summit and a call to action: to bring intention, creativity, and humanity back to the heart of hospitality. Event Details 📍 The Sukhothai Bangkok 🗓️ May 28–29, 2025 🎤 Keynote Session: “The Soul of Luxury” – May 29 🔗 Register now: www.theboutiquehotelseries.com Contact: The Boutique Hotel Series Email: hello@theboutiquehotelseries.com Website: www.theboutiquehotelseries.com

Soul Boutique Hotel Phu Quoc to open this quarter

Soul Boutique Hotel Phu Quoc announced that it will be opening in the fourth quarter of this year. Located on the picturesque shores of Phu Quoc Island, the new hotel offers guests a unique blend of minimalist design and vibrant cultural expression tailored to young and artistic travellers. A mere 15 minutes from Phu Quoc International Airport within the Marina Phu Quoc complex, Soul Boutique Hotel Phu Quoc stands as an architectural marvel inspired by today's dynamic artsy culture. Hotel general manager Michiel Lugt said of the property: "Soul Boutique Hotel is more than just a place to stay; it's an immersive experience for those who seek inspiration in every corner. Our guests will find themselves enveloped in the island's creative spirit while enjoying modern comforts and breathtaking views." An on-trend property With 58 trendy yet intimate beachfront rooms, each space is crafted to spark creativity and ensure guests enjoy a memorable retreat amidst serene surroundings. In addition to its captivating ambiance, Soul Boutique Hotel Phu Quoc offers shared access to world-class amenities with Sailing Club Phu Quoc. Guests can join an array of activities or simply unwind by the pristine beachfront that stretches invitingly before them. As it prepares to open its doors, the team extends their warm invitation to travellers to experience the soulful escape that is Soul Boutique Hotel Phu Quoc where every stay resonates with artistic flair and laid-back comfort.

Two boutique hotels in Nepal join the RARE Community

RARE India, which is emerging as the biggest community of boutique, experiential, community inclusive, planet sensitive and owner-run hotels and hospitality concepts in the subcontinent, has announced two new partners in Nepal - Nepali Ghar Hotel in Kathmandu and Sanctuary Resort in Chitwan. The 25-year-old award-winning Tiger Mountain Pokhara Lodge has been a member of the RARE Community for a number of years. With the addition of these two hotels, RARE India now represents three conscious and experiential properties in Nepal committed to offering transformative travel experiences that emphasise the positive impacts of tourism. These new members of the Community reinforce RARE India's dedication towards responsible tourism, best practices, and authentic travel experiences in the subcontinent. Shoba Rudra, the Founder of RARE India, said: "With the addition of Sanctuary Resort and Nepali Ghar Hotel, we continue to expand our journey in creating authentic experiences in Nepal. Tiger Mountain Pokhara Lodge exemplifies RARE's ethos of sustainable, community-focused luxury, and these new members are a testament to our ongoing commitment." Nepali Ghar Hotel, a 61-room hotel nestled in Kathmandu's vibrant Thamel area, elegantly combines traditional Nepalese architecture with contemporary comforts. The highlight of this property is Seto Ghar, an interestingly renovated 200-year-old building that was once the royal residence of Nepalese Brigadier Colonel Pahalman Singh Basnyat. Originally erected during the Rana regime, a dedicated team ensured its careful restoration, employing local materials and skilled artisans to preserve the period's aesthetics. 30% of the land at Nepali Ghar Hotel has been left untouched so that groundwater can be recharged. The staff are local, and they are regularly trained and upskilled. Solar energy is used at the hotel, along with energy-efficient lighting. Sujan Tandukar, Operations Manager at Nepali Ghar Hotel, expresses gratitude for the partnership with RARE India, highlighting the transformative impact on the travel community. He said: "This collaboration with RARE has enabled us to reach a broader market and has significantly contributed to promoting Nepal as a desirable travel destination." "Nepali Ghar stands as a sanctuary in the heart of Kathmandu, proudly embodying two distinct schools of Nepali architecture. The courtyards within offer a tranquil oasis, providing respite from the hustle and bustle of the city. We are committed to delivering modern, first-class facilities, accompanied by our dedicated staff who embody the essence of genuine Nepali hospitality." he added. Sanctuary Resort, spread across 6 acres of land on the edge of Chitwan National Park in Amaltari, offers a tranquil escape along the banks of the Narayani River. Designed around the centuries-old lives of the Tharu people, who have called this region home since the 10th century, the Resort, which has 27 rooms, provides an authentic destination experience inspired by the Tharu architecture and landscape. It seamlessly integrates with the local community by employing staff from the local community, using traditional craftsmanship, locally sourced materials, and handcrafted designs. Sanctuary Resort guests can engage in various jungle activities, including safaris, canoeing, and jungle walks. Elephant rides are not offered by the resort, owing to ethical beliefs regarding the treatment of trained elephants. Vijay Nanmaran S, Hospitality Advisor at Sanctuary Resort, values RARE India's role in promoting authentic experiences and conscious, sustainable luxury. He said: "While Sanctuary envisioned "sustainable luxury" as its mission, we were obliged to live it consciously in every step we forwarded, from creating the overall guest experience to choosing our partners who could help us to achieve it. Primarily, our search was for a partner who could promote authentic Sanctuary experiences in the Indian subcontinent, and we found RARE was among the first movers who promoted destinations through experiences and asserted the need for conscious travel and sustainable luxury. We are happy and optimistic that our relationship with RARE will enhance our presence in the Indian subcontinent by communicating our stories of adventurous safaris, exciting river cruises, sustainable luxury initiatives, conservation policies, and the support we offer to the indigenous Tharu community."

Anguilla’s Luxury Boutique Hotel Zemi Beach House installs the Zemi Beach Solar Farm

Zemi Beach House (Zemi), the award-winning 76-room LXR Hotels & Resorts luxury boutique hotel located on Shoal Bay East announced the installation of its most recent green initiative, the Zemi Solar Farm, installed by firm SwitchLogix Limited. “Zemi strives to incorporate green practices into the fabric of the hotel and is constantly raising the bar in introducing new technologies to do so,” said Paulo Paias, General Manager of Zemi Beach House. “We take pride in creating a beautiful environment for our guests and maintaining the beauty of our island for travelers to enjoy for decades to come.” Sitting on 5 acres of land, the Zemi Beach solar plant is a groundbreaking endeavor in the realm of large-scale "off-grid" solar installations and includes over 2,700 solar modules, symbolizing a radiant step towards a cleaner and more sustainable energy future. Zemi’s Solar Farm is a testament to modern innovation, boasting a peak output of 1MW, enough to power 200 traditional households. On average, the plant generates an impressive 122MWh per month, thus reducing Zemi's reliance on traditional fossil-fuel based electricity. During the day, when the sun is at its peak, the solar plant will not only power the hotel, but also harness excess energy; this surplus electricity is then intelligently stored in a state-of-the-art 2MWh lithium-ion storage system. This innovative approach ensures a stable and consistent power supply, even during periods of low sunlight and at night, thus maximizing the plant's efficiency. SwitchLogix Limited specializes in industrial and commercial solar installations throughout the Caribbean and the firm has completed over 2.5MW in residential and commercial solar installations throughout the region. Zemi is no stranger to green practices and has a number of initiatives already in place, such as the LED low-consumption lighting that is installed throughout the property and Zemi’s unique roofs which are designed to collect rainwater, and then reused to irrigate the landscape. The property also utilizes energy-efficient solar heat systems that work in harmony with A/C through heat exchanges to efficiently heat the water. In addition to green initiatives, Zemi participates in various conservation efforts to preserve the natural landscape, including allocating two percent of its profits towards Anguilla’s coral reef recovery as well as serving local fish and seafood in its restaurants.

The Tasman Hotel: New 5-star boutique hotel in Hobart, Tasmania

Hobart’s recently opened Tasman Hotel is a welcome addition to Tasmania’s luxury hotel and resort space. It is not an exaggeration to say that The Tasman would be a welcome addition to any city, it ticks all the boxes for a true 5-star boutique hotel and would exceed anything else on offer anywhere else in Australia today. A long and careful planning process over several years of painstaking restoration of the heritage buildings and the overlaying of a new structure has paid off handsomely. The result is already an architectural landmark that Hobart residents are justly proud of. Situated in the historic waterfront precinct of Hobart, The Tasman is a short stroll from all the harbour front attractions including old pubs, historic wooden sailing ships, charter vessels, restaurants and galleries. The Tasman Hotel is a member of Marriott Hotels Luxury Collection and Australia’s first Luxury Collection Hotel to open. It is worth mentioning that The Luxury Collection owes its heritage to a small portfolio of truly luxurious hotels in Europe once owned by the Aga Khan. Those hotels included The Excelsior in Rome, Florence and Milan and the Hotel Danieli in Venice. These historic hotels were known for offering, the rich and famous the very best accommodation, dining and service in unmatched locations. The heritage of The Luxury Collection is apparent today at The Tasman Hobart. Today’s guests at The Tasman Hobart enjoy the origins of The Luxury Collection in terms of accommodation, dining and excellent service. For example, guests should not be surprised that they will be recognised by name during their stay. It is fair to say that The Luxury Collection ethos and traditions of unobtrusive service are evident and strongly influence the guest experience at The Tasman Hobart today. Hobart has been a centre of tourism since its seafaring days and this gives The Tasman Hobart an edge over other hotels in Australia. A cornerstone of The Tasman’s customer experience is Hobart’s population of young and enthusiastic people schooled in tourism and hospitality services. A total of only 152 rooms and suites means this is a genuine boutique hotel, reception and concierge services are offered from 3 seated desks in the intimate arrival lobby with staff anxious to please. Rooms and suites have every modern amenity one expects to find in a 5-star hotel and the restoration of the heritage sections has not meant compromise, quite the opposite, with heritage exposed sandstone walls, wooden ceilings and varying room and suite layouts. Indeed, rooms and suites vary in size and configuration giving travellers more room and suite choices than one would find in any modern hotel today. Top suites include a mini-bar stocked with local epicurean food and beverages and stunning harbour views. Within the hotel, guests will find the Deco lounge serving great coffee, snacks and afternoon high-tea with both indoor and outside seating areas. The Tasman’s signature restaurant is Peppina, led by Massimo Mele and a team of culinary professionals delivering an amazing array of authentic Italian cuisine with a unique Tasmanian twist. With food and beverage being such a highlight of The Tasman, and Tasmania being world famous for supplying the freshest and best fish, seafood, meats and vegetables you will not be disappointed. You will also find a 4-person Sommelier team serving the restaurant, private dining room and a fully stocked wine room, set within the heritage section of the hotel. Tasmania’s selection of wines and more recently spirits are world-leading, and the selection of local and international wines will impress. Beyond Peppina you will discover Mary Mary, the hotel’s intimate cocktail bar. Mary Mary is situated in the heritage section of the hotel, here you will find the hotel’s mixologists eager to prepare your favourite cocktail, or better still let them surprise you. For those staying at The Tasman on business there is an array of meeting rooms at your disposal and after work a gym to refresh and unwind, morning afternoon or evening. Many people visit Hobart from across Australia and not surprisingly, from throughout the world. Visitors come to Hobart to enjoy the historic and cultural attributes of the city and beyond. A major highlight of Hobart is the many festivals and events held throughout the year. Visitors to The Tasman Hobart can be assured of a program as active and filled as they wish. An annual highlight which culminates close to The Tasman is the annual Rolex Sydney to Hobart yacht race. This yacht race attracting every type of sailing vessel from super-maxis to leisure craft and is recognised globally as one of the most exciting ocean races in the world. As Hobart marks the finish line, hundreds of the yacht crews and spectators mark the occasion with celebrations lasting several days, many as you would expect at The Tasman Hotel. Apart from the Harbour precinct which The Tasman Hobart is the new shining star there is the world-renowned MONA, the Museum of Old & New Art accessible by high-speed MONA-operated boats which depart a short walk from the Tasman. Beyond Hobart, there is the Huon Valley, featuring historic towns, cellar doors and vineyards, coastal villages, and numerous restaurants and attractions. Guests at The Tasman have a unique and valuable resource in the fact the Concierge is the only member of the Clef d’Ors in Tasmania and offers guests personalised activities and visits he has personally researched. Once guests identify their interests and time available the Concierge will curate a program of activities for both the days and evenings they have available. A stay at The Tasman Hobart can be a holiday in itself, there is so much on offer within the hotel you may never want to leave. However, whether you choose to only venture walking distances or opt for one of the hotel’s chauffer driven limousines to take you farther, you will want to return to The Tasman time and time again. Hobart is a destination with year-round appeal, many people appreciate the historic "englishness" of the city, others the wilderness on the city’s doorstep, others seek the gastronomic delights of world-class vineyards and organic farm producers selling at the many weekend markets. What remains paramount is the warmth and hospitality on offer at The Tasman Hobart.

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The Boutique Hotel Series: The Summit Bangkok

Ready to redefine hospitality? The Boutique Hotel Series: The Summit 2025 kicks off soon at the iconic Sukhothai Bangkok, and

TDM Travel Trade Excellence Awards Indonesia 2025

Introducing the TDM Travel Trade Excellence Awards, a prestigious awards programme recognising the pinnacle of excellence in the travel industry. With a keen focus on honouring the best hotels, airlines, airports, cruise lines, tour operators and travel agencies, booking platforms, and travel technology, projects, and initiatives, the TDM Travel Trade Excellence Awards programme aims to spotlight key players that consistently redefine industry standards and elevate customer experiences.

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