Overview Leaderboard Methodology
Industry Report

Boutique Hotels

Independent or small-group hotels known for distinctive design, localized experiences, and personalized guest service.

Brands tracked: 39
Brands analyzed: 39
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 299
Total responses: 1,540
Top Brand Overall?
The Hoxton
44/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Six Senses
91

Highest score on the LBA metric in this industry.

Authority Leader?
The Hoxton
22

Highest score on the Authority metric in this industry.

TOM Leader?
Aman
80

Highest score on the TOM metric in this industry.

Boutique Hotels is a highly fragmented category in AI responses

Even the top-ranked brand (The Hoxton at 44/100) is mentioned inconsistently when users ask AI assistants about Boutique Hotels. Only 2 brands in this category scored above 40. Categories often land here for two reasons: the space is dominated by local or niche players no single AI model has strong training on, or it's a services-heavy category (agencies, consultants) where AI assistants tend not to name specific brands regardless of reputation.

Brand Leaderboard All 39 Boutique Hotels brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
The Hoxton
thehoxton.com
 76
22
47
44
2
Aman
aman.com
 90
9
80
43
3
The Standard
standardhotels.com
 70
7
37
29
4
Six Senses
sixsenses.com
 91
9
21
28
5
T
The Greenwich Hotel
greenwichhotel.com
 79
8
28
28
6
The NoMad Hotel
thenomadhotel.com
 77
8
30
28
7
Mama Shelter
mamashelter.com
 73
7
18
23
8
Ace Hotel
acehotel.com
 85
9
11
22
9
Relais & Châteaux
relaischateaux.com
 91
9
9
22
10
1 Hotels
1hotels.com
 77
8
11
21
11
A
Auberge Resorts Collection
auberge-resorts.com
 79
8
12
21
12
Firmdale Hotels
firmdalehotels.com
 78
8
12
21
13
Kimpton Hotels & Restaurants
kimptonhotels.com
 88
9
9
21
14
Casa Bonay
casabonay.com
 59
6
14
19
15
citizenM
citizenm.com
 77
9
8
19
16
EDITION Hotels
editionhotels.com
 80
8
8
19
17
Small Luxury Hotels of the World
slh.com
 74
7
10
19
18
Booking.com
booking.com
 76
8
8
18
19
Hotel Indigo
hotelindigo.com
 75
8
8
18
20
Joie de Vivre
jdvhotels.com
 74
7
7
18
21
Mr & Mrs Smith
mrandmrssmith.com
 75
8
8
18
22
Design Hotels
designhotels.com
 67
7
7
17
23
Graduate Hotels
graduatehotels.com
 69
7
7
17
24
Palisociety
palisociety.com
 68
7
7
17
25
Virgin Hotels
virginhotels.com
 71
7
7
17
26
21c Museum Hotels
21cmuseumhotels.com
 67
7
7
16
27
Our Habitas
ourhabitas.com
 63
6
6
16
28
QT Hotels & Resorts
qthotels.com
 65
6
6
16
29
Arlo Hotels
arlohotels.com
 60
6
6
15
30
Bunkhouse Hotels
bunkhousehotels.com
 61
6
6
15
31
Casa Cook
casacook.com
 61
6
6
15
32
Freehand Hotels
freehandhotels.com
 59
6
6
15
33
Gansevoort Hotel Group
gansevoorthotelgroup.com
 61
6
6
15
34
Ovolo Hotels
ovolohotels.com
 58
6
6
15
35
The Doyle Collection
doylecollection.com
 59
6
6
15
36
Z
Zoku
zokuhome.com
 59
6
6
15
37
Selina
selina.com
 57
6
6
14
38
Morgans Originals
morgansoriginals.com
 28
3
3
8
39
Sircle Collection
sirclecollection.com
 30
3
3
8

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 299 shared Boutique Hotels prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 299 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →