The word boutique has been around in the fashion industry for 50 years, and in hotels for almost as long. Now Private Luxury Events PLE is spearheading the relevance of this niche sector in global communications. One of the essences of boutique is feeling comfortable. Says PLE’s MD Christy Kuplic. That was evident from the moment over 150 arrived at Albufeira Pine Cliffs for the first dedicated Private Luxury BOUTIQUE gathering, 2-5 October 2024. A section of the main hotel’s lobby was a sun-filled reception, with the word BOUTIIQUE, in 60cm-high gold letters, as assurance that this was the correct gathering place. A choice of Champagnes, and one-bite Portuguese custard tarts, were welcomed as you lay back on cushions marked with that B word. Gold-printed and ribbon-handled white goody bags held necessities, including white card name labels, printed both sides and hanging from gold chain lanyards. Boutique is not a question of size. Think Sardinia’s Forte Village Resort, 716 keys total but broken down to 7 different resorts. Kuwait-owned Pine Cliffs, Luxury Collection, is 733 keys total but spread between 2 main hotels and numerous multi-unit clubs and villas. In both instances there’s a powerful man at at the top.