Here are examples of boutique hotels whose websites are commonly cited for strong design, plus what each does well and ideas you can borrow. (I’m naming hotels as examples of strong web design patterns rather than endorsing them.)

1. The Standard (e.g., The Standard, High Line / Miami)

   • Why it stands out: bold, distinctive visual identity; immersive full-bleed photography; clear, personality-driven copy; easy-to-find booking CTA.
   • Borrow: use a consistent voice and large striking hero images that set mood immediately.

2. Ace Hotel (various cities)

   • Why it stands out: strong editorial feel, local culture integration, simple navigation, calendar/event highlights.
   • Borrow: feature local stories/events and create an editorial section to communicate brand culture.

3. Kimpton Hotel websites (select Kimpton boutique properties)

   • Why it stands out: elegant layout, strong room/product photography, loyalty + offers presented clearly, accessible contact/meeting info.
   • Borrow: make special offers and membership benefits prominent; use clear room comparison.

4. The NoMad (New York / Los Angeles)

   • Why it stands out: cinematic imagery, refined typography, balanced whitespace, storytelling-driven pages (rooms, dining, experience).
   • Borrow: combine high-quality photography with concise narrative copy to sell atmosphere.

5. Soho House (select member houses)

   • Why it stands out: editorial-first presentation, members-only features, clear visual hierarchy for spaces (rooms, restaurants, events).
   • Borrow: segment content by audience (guest vs member) and surface unique spaces clearly.

6. 1 Hotel (select properties)

   • Why it stands out: sustainability messaging woven into UI, nature-inspired visuals, clean booking flow, clear amenity icons.
   • Borrow: use iconography and short snippets to communicate amenities and values fast.

7. The Hoxton (London, Paris, etc.)

   • Why it stands out: playful yet minimal design, great preview of communal spaces, easy-to-scan room types, integrated blog/content.
   • Borrow: present rooms and social spaces equally; use bite-sized content to help conversions.

8. Hôtel Amour (Paris)

   • Why it stands out: very strong brand personality, evocative photography and artful layout, intentionally imperfect layout that feels bespoke.
   • Borrow: let brand personality dictate layout — small asymmetries can feel handmade and boutique.

9. The LINE (Los Angeles / Austin)

   • Why it stands out: modern editorial layout, strong neighborhood guides, prominent F&B and events info, clean mobile experience.
   • Borrow: include neighborhood guides and local recommendations to sell location as part of the stay.

10. Belmond (selected boutique properties)

    • Why it stands out: luxurious photography, destination storytelling, clear cross-sell of experiences and transportation.
    • Borrow: offer experience add-ons clearly during booking (tours, dining packages).

Quick design takeaways (what to replicate)

• Strong hero that sets tone: use large hero imagery/video + concise headline + immediate booking CTA.
• Prioritize conversion: prominent, persistent booking CTA; fast, simple booking widget (dates, guests).
• Visual storytelling: high-quality photography (rooms, spaces, neighborhood) and short narrative copy.
• Mobile-first: clean layouts and touch-friendly CTAs — many users book on phones.
• Local-curation: neighborhood guides, events, and F&B to show unique value.
• Clear amenities & policies: icons or short bullets for Wi‑Fi, parking, check-in times, cancellation.
• Accessibility & performance: good color contrast, alt text for images, fast load times.
• Personality: typography, tone, and micro-interactions that reflect the hotel’s character.

If you want, I can:

• Collect screenshots or live links to a curated set of current boutique-hotel homepages for visual reference.
• Produce a one-page design brief that synthesizes these patterns for a designer/developer to implement.