---
title: "Get a Room: Finding Opportunities in the $18B Boutique Hotel Industry |"
description: We explore how the $200B US hotel industry works and zero in on boutique hotel opportunities, analyzing up-and-coming regions and emerging trends, including farms, DTC partnerships, and college towns.
image: https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/plqml-felipe-pelaquim-1qvUsVrKrMI-unsplash-4.jpg
---

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# Get a Room: Finding Opportunities in the $18B Boutique Hotel Industry

[ by Trung Phan ](https://www.nlopchantamang.com/trends/author/trung-phan)

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It’s been nearly 5 years since Marriott Hotels & Resorts shook up the travel world by announcing its intention to acquire Starwood, its high-end hotel competitor.

When the deal closed in the fall of 2016 for $13.6B, Marriott had created the world’s largest branded hotel chain, [accounting for 1 in 7 hotel rooms in North America](https://fortune.com/2017/06/14/marriott-arne-sorenson-starwood-acquisition-airbnb/).

While the recent spread of coronavirus has put a chill on the hotel and travel industry, the long-term macro trends that motivated Marriott CEO Arne Sorenson to complete the Starwood acquisition remains.

“The story is that hundreds of millions of new people a year with resources to travel [are entering the market],” he said in 2017. “By 2030, the number of international trips is expected to reach 1.8 billion, [a 50% increase from 2017].”

The two main groups driving this travel trend?

- wealthier citizens from emerging markets (especially China)
- and the growing affluence of the experience-seeking millennial demographic

Today, the total revenue for US hotels and motels is estimated at [$200B](https://www.ibisworld.com/united-states/market-research-reports/hotels-motels-industry/). 

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