Boutique Hotels Go to College Towns. Salem, Virginia Teaches the Class

Earlier this year, Hilton spent $210 million to acquire the Graduate Hotels brand, a smaller, boutique hotel chain that caters almost exclusively to university town visitors.

Visiting a college town in the past usually meant a fun experience paired with an overpriced stay in a hotel chain's basic room. Boutique hotels change the landscape of these weekend getaways, enhancing the experience for travelers visiting a town with a college or university.

One prime example: the Rowland Hotel in Salem, Virginia, sets a high standard for others to follow.

Growth of Boutique Hotels

In their recent industry analysis , IBISWorld values the United States’ boutique hotels industry at $34.8 billion, an increase of 4.52% from the previous year. Experts project the market will continue to grow over the next five years.

Boutique hotels are expanding beyond large metropolitan centers into smaller suburban areas and college towns, and chain hotels are taking notice. Amid increased travel demand and growth in the boutique and independent hotel sector, Hilton announced its acquisition of Graduate Hotels, a boutique company with nearly three dozen hotels in university-anchored towns nationwide.

Characteristics of a Boutique Hotel

A boutique hotel typically has fewer than 100 rooms and focuses on personalized service. They often have ties to the local culture, as many blend chic, modern elegance with historical elements. The attention to detail and unique character provide a cozy and memorable experience.

Some boutique hotels feature work from local artists or pay homage to the town's history. Others feature restaurants with top-notch cuisine. Boutique hotels often have an ideal location, providing easy access to the town's primary attractions.

The Rowland Hotel and its accompanying fine-dining restaurant, Frankie Rowland's Steakhouse, perfectly exemplify what makes a boutique hotel experience unique.

A Virginia College Town Sets the Example

Roanoke College, founded in 1842, is an independent, coeducational liberal arts college in the heart of Salem, Virginia . While the school is the community hub, the quaint town comprises unique restaurants, boutique shops, and antique stores.

Tara Rigatti, general manager of nearby Rowland Hotel, says, "As a Roanoke College graduate, the owner, Roger Neel Jr., felt that there was a need in Salem, VA, for a boutique hotel and upscale steakhouse."

Neel utilized the shell of the historic Salem Theatre for his 16-room boutique hotel. Rigatti says, "The building was an old theater in the 1930s and was then converted over time to offices and a small pub and then sat vacant for many years."

Its unique exterior and elevated interior affirm a personalized experience, and guests will quickly recognize that the Rowland Hotel is not a chain.

The Rowland Hotel's lobby feels elegant and offers continental breakfast items all day. Modern works of art hang on the walls in the halls and rooms. Notes of elegance take center stage with a monogrammed blanket, marble bathroom, and luxurious Ritz-Carlton bedding.

Although the rooms feel contemporary due to the artwork and bright lighting, there is an obvious nod to the town's history and location in the Blue Ridge Mountains.

Outside, brick sidewalks lead guests to the charming town's shops and eateries. The Roanoke College campus is also within a short walk.

A Retreat for College Visitors and Travelers

While the Rowland Hotel is the ideal location for family members visiting students at Roanoke College, it is a popular destination for travelers of all types. The boutique hotel is less than a half-hour drive from the Blue Ridge Parkway , a popular scenic drive for vacationers.

Rigatti remarks, "Roanoke College brings a lot of guests, but we also have many stopping when they are traveling from north to south. Salem seems to be a midway point."

Families stay at the Rowland Hotel for reasons beyond visiting students or road trip rest stops. Rigatti elaborates, "We do have a large percentage of families visiting. We recently had a family reunion that occupied the entire property for four days."

The boutique hotel appeals to business travelers and those looking for a unique experience due to the cozy town’s proximity to outdoor recreation in the Blue Ridge Mountains. Rigatti says, "We also get many corporate guests who do business in the area, as well as many guests celebrating special occasions." She has hosted a handful of wedding groups.

Fine Dining

Frankie Rowland's Steakhouse is conveniently located just outside the hotel lobby. The restaurant serves top-notch cuisine and is renowned for its expertly prepared steaks and signature pineapple martinis.

The restaurant provides two private event spaces: a private dining room accommodating 16 guests and the "Judge's Chambers," which seats six diners in a more intimate setting.

Coming to a College Town Near You

Hilton's recent announcement is a sign of a growing trend. Travelers can expect more lodging choices when visiting college towns across the country.

Boutique hotels offer more personalized service and a unique experience. The Rowland Hotel provides a memorable experience for travelers visiting Salem, Virginia, and an excellent example for other boutique hotels to follow.