Changes in social environment have caused Different types of hotels coming out to the marktet such as airport hotel, business hotel, convention hotel since a hotel equipped with modernized accommodation first appeared on the market. Recently we are witnessing another form of hotel called a boutique hotel from internet and trade magazines. However, precedent studies on this title are hardly found in hotel related academic journals and field but numerous studies are found in architecture and design fields and related journals. I t shows that imminent conceptualizing of this form of hotel is necessary and it is the objective of this study to do so. Foundings from this study showed that a boutique hotel is oriented toward avant garde and butler service. A typical boutique hotel is small or medium in size and is mostly located within city center. In most cases, boutique hotels are rebuilt from old architectures and owned mostly by individuals and provide guests with professional and personal service. What differentiates boutique hotels from ordinary full size hotels is that they keep an optimal service system which provides customized and personalized service. Unlike those boutique hotel brands under some of the full size chain hotels, boutique hotels this study is to conceptualize possess unique design and names although they may be owned by same individuals.