From Asheville’s earliest days as a tourist destination (which were Asheville’s earliest days), various hotels, inns, boarding houses, and B&Bs have worked to distinguish themselves to potential guests. The Grove Park Inn’s luxury amenities and unique architecture, Julia Wolfe’s coupon discounts, and the famous chicken dinners at Sanders Court are all examples of innovative draws. But now, the city is seeing new trends for overnight guests, particularly among a burgeoning number of boutique hotels.
Let’s explore Asheville, NC’s boutique hotels today, along with several trends we’re seeing in that sector of the market.
What are Boutique Hotels?
First, what distinguishes boutique hotels from hotels en masse? A quick definition states that boutique hotels are small, stylish hotels typically situated in a fashionable urban location. Often with fewer than 100 rooms, these small-capacity hotels are able to provide more personalized service than typical hotels. They also distinguish themselves through a strong theme or fashionable, “unhomogonized” aesthetic. The trend toward boutique hotels kicked off in the 1980s, so it’s no surprise that they are now a growing sector of Asheville’s hotel market.
Examples of Boutique Hotels in Asheville, NC
Many boutique hotels in Asheville, NC are getting a lot of press! In just the last year, the national press has covered a hotel earning a Michelin Key, called one “the coolest new luxury getaway”, and listed one among the World’s 100 Greatest Places to Visit—a list that also includes the Notre Dame and the Beijing Library.
Here are a few of Asheville’s most impressive boutique hotels:
Blind Tiger
Michelin Keys are the hotel equivalent of Michelin Stars for restaurants. With just 14 rooms in a 19th-century Queen Anne-style house mere blocks from the heart of downtown, Blind Tiger is part living art, part gathering space, and now recipient of one of those coveted keys. larkhotels.com/hotels/blind-tiger-asheville
Flat Iron Hotel
After a long-overdue makeover, Asheville’s iconic 1926 Beaux-Arts office building has been fully restored and reimagined as the Flat Iron Hotel. In just under a year, it has received accolades from Travel + Leisure and Maxim, and is currently nominated for Condé Nast Traveler’s 2025 Readers’ Choice Awards. ashevilleflatiron.com
The Foundry
Once the foundry that forged the steel for the Biltmore Estate, The Foundry Hotel sits in an historical enclave known as “The Block”, a five-minute walk from downtown Asheville shops, eateries, and entertainment. But you don’t need to leave the hotel for some of the best dining in town. foundryasheville.com
The Radical
Located in Asheville’s River Arts District (RAD), the Radical’s posh-punk hospitality attitude and captivating restaurants have earned it a place on Time’s World’s Greatest Places list, as well as the #2 spot in USA Today’s Best New Hotels. theradicalavl.com
The Restoration Asheville
With a central spot on Patton Avenue, this hotel is inspired by the free-spirited culture of the local community, uniting classic elegance with an easygoing, New Southern touch. Enjoy four in-house restaurants and easy access to downtown’s many amenities. therestorationhotel.com
3 Trends in Boutique Hotels in Asheville, NC
1. Repurposed Existing Buildings
Conventional hotels are enjoyed by guests who appreciate the consistency of design whether in Seattle or Saratoga. However, boutique hotels are better able to take advantage of existing structures in urban spaces—fitting their business model to the space, instead of the other way around. As such, they are able to integrate the history of a building, neighborhood, or block into the aesthetic and guest experience of their hotel. And to build upon that history, as well. The Asheville boutique hotels listed above have taken advantage of former bank, office, and industrial spaces to serve as the literal foundations for their businesses.
2. Remarkable Dining
In a city peppered with James Beard Award winners, it can be challenging to compete with independent restaurants. But hotels in Asheville have proven to be dining destinations in and of themselves. This is especially true of Asheville’s growing number of boutique hotels, which have doubled down their efforts for in-house dining options. The Radical alone features three acclaimed bars and restaurants, including Chef Jacob Sessoms’ Golden Hour. These hotels market themselves as being a home base for your exploration of the city. But the truth is, you don’t need to leave the building to enjoy some of the best cocktails and dining in town.
3. Integration with Local History
When you’re located in an historic building in the heart of a remarkable city like Asheville, it would be a travesty to ignore the local stories that surround you. Luckily for boutique hotel guests, the local history is literally written on the walls—and on historic markers on the sidewalk, and on restaurant menus. At least, that’s the case at The Foundry, which inhabits an historic building on “The Block”, Asheville’s historic Black business district. Their restaurant, The Refinery, features a portrait wall mural of four women chefs and business owners who are known as “Legends of the Block”.
What is the Future Outlook of Boutique Hotels?
The boutique hotel industry continues to evolve, so it is important for local hotels to stay ahead of emerging trends in order to maintain a competitive edge. In addition to the Asheville-specific trends mentioned above, the following are among the top considerations in the boutique hotel market right now:
- Emphasizing experiential travel as a gateway to immersive and authentic local experiences
- Integrating sustainability and eco-friendly practices
- Using art and design to create unique guest experiences
- Embracing AI-driven concierge services as the base for human-led hospitality
- Focusing on uniquely curated wellness experiences
- Developing a robust membership model to build high guest loyalty
While these trends add operational complexities, they have been shown to result in high guest satisfaction when executed correctly. Nevertheless, it is important for hotel managers to remain flexible and nimble as market trends shift in order to stay ahead of the curve.
As of 2023, the size of the global boutique hotel market was valued at USD $25.04 billion. By 2030, in just another few years, it is projected to reach USD $40.26 billion, growing at a compound annual growth rate (CAGR) of 7.1% from 2024–2030. According to a recent report, this “robust growth [is] due to a rising demand for personalized and unique travel experiences. This category is particularly appealing to travelers seeking more than conventional hotel stays, favoring the tailored experiences offered by independent and boutique hotels.”
No business venture is ever a guarantee. However, by focusing on the specific and unique needs of a limited number of guests at a time, boutique hotels are successfully meeting and elevating the standards of today’s mid-range and luxury travelers. And with an eye for continuing innovation, their market share should continue to grow in the coming years.
Ready to Invest in the Boutique Hotel Market?
NAI Beverly-Hanks continually strives to be the best in the business and provide you with the expertise you need for all your commercial investments, including within the hotel market. Contact us today to speak with an NAI Beverly-Hanks commercial real estate agent about investing in boutique hotels across Western North Carolina.