Why Big Chains Hijacked Boutique (and How Independent Hotels Are Fighting Back) with Ariela Kiradjian, Co-Founder of BLLA

Imagine growing up in a world where hospitality wasn't just a business — it was family. Where your childhood was spent in boardrooms with industry pioneers, and your teenage years were marked by co-founding an association that would go on to redefine boutique hotels worldwide.

Today’s guest, Ariela Kiradjian, has dedicated her life to answering the question: What does it mean to truly preserve the soul and individuality of independent hotels? As the co-founder of BLLA (Boutique & Lifestyle Leaders Association), Ariela is on a mission to protect the spirit of boutique hospitality from being diluted by big chains and mass marketing.

Ariela’s story is one of passion, perseverance, and an unwavering commitment to authenticity. Raised by a mother who was already a force in the travel world, Ariela was exposed to the inner workings of boutique hotels from a young age. By 14, she was launching BLLA alongside her mom, setting out to amplify the voices of hoteliers who value individuality and craft.

In this episode, Ariela takes us on a journey through:

• The evolution of boutique hospitality: How big chains hijacked the word “boutique” and why it’s time to reclaim it.

• The real essence of boutique hotels: It’s not just design — it’s about intimacy, independence, and soul.

• The funding dilemma: Why finding capital for true boutique projects remains a challenge — and how BLLA is fighting to change that.

• The boutique advantage: Why hotels that invest in experience and individuality are poised to thrive.

Ariela’s passion for preserving the heart of boutique hotels is infectious, and her insights are a masterclass in what it means to blend business with soul.

Connect with Ariela on LinkedIn

Learn more about BLLA

Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.

Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.