A Study on the Non Conspicuous Consumption Motivation of Consumers in Reclusive Hotels

With the maturity of the luxury goods market in China, the consumption motivation for purchasing luxury goods has shifted from material based conspicuous motives to more low-key spiritual motives.This article focuses on four boutique hotels serving the Chinese market: Aman Hotel, Banyan Tree Hotel, Anyu Hotel, and Sixsenses Hotel, exploring how consumers' desire to 'escape from daily life' has become the underlying consumption motivation of the four major hotels in the current context of widespread mental fatigue.The qualitative research method of cross case comparative study was used to identify the core characteristics of four hotels in five aspects: site selection, construction and design, privacy, local culture, and escape needs, and comparative analysis was conducted.Research has shown that boutique hotels, with their unique positioning in the above aspects, provide consumers with multi-dimensional unique services such as geography, psychology, and culture, thus meeting their needs for escapism and escape.Through non standardized and anti symbol hotel products, they meet the demand for non flashy consumption