What Airbnb Used to Be: Boutique Wants Fewer Homes

There is a type of traveler who has aged out of the palace hotel. They did the “Aman-junkie” circuit in its golden era, banked the loyalty suite upgrades, and had their ego reflected back across enough marble lobbies to last a lifetime. Now, at 50-something and traveling with extended family, the prospect of booking five connecting rooms at a grand hotel feels less glamorous than exhausting.

This traveler wants a house. Not a yield-optimized rental box with generic Palm Springs decor, but an actual home, owned by someone with taste. The lamp is not IKEA. The dining room table was sourced from a beloved Danish vintage dealer. 

This is the precise opposite of the modern short-term rental economy, and it is the thesis of Boutique, the curated-homes platform now owned by Marc Blazer, an unusual operator to find at the head of a hospitality company. He is an ex-banker, fluent in the language of the bottom line. But the bona fides that matter are the ones he