Boutique, Design and Luxury Hotels in New York City: a Survey of the Impact of Art and Design as a Marketing Differentiation Strateg

Boutique, design and luxury hotels are an increasing sector of the hospitality industry worldwide due to the enhanced influx of clientele that have a heightened interest and sophistication in enjoying the modern day hotel amenities. This research paper will examine how boutique, design and luxury hotels in New York City are employing art and design objects as a marketing differentiation strategy to entice customers in the intensely competitive hospitality industry. The marketing strategies utilizing art and design objects for four hotels in New York City will be analyzed, including: The Chelsea, The Carlyle, Gramercy Park Hotel and The Standard. Decision makers and stakeholders in the hospitality industry and art market will be profiled, including: hotel developers, hotel owners, hotel art program managers, hotel marketing experts, hotel cultural affair managers, hotel designers, and hotel artists. The aim of this research paper is to examine the effectiveness of utilizing art and design objects for marketing strategies in creating brand identity and customer perception of distinctiveness within the hospitality industry. The contribution of art and design objects as a key feature will also be considered from the viewpoint of financial viability and sustainability.