
A quarter of the population, millennials are increasingly a targeted hotel consumer. Boutique hotels historically presented an alternative to standardized chain. Their edge however has been eroded by the arrival of soft brands, such as the Marriott Autograph and Hilton Curio. Portland, Oregon-based Provenance Hotels, with 2,500 rooms under its control, attempts to expand on the boutique hotel by creating a truly unique place. As envisioned by its President, Bashar Wali, Provenance Hotels defines its audience as "forward thinking creatives" and sees its opportunity by smaller-scale properties that provide a more handcrafted or curated approach to design, operation and experience READ MORE