Hotel Vitale in San Francisco Website

This hotel, soon to go national targets the “Bo-Bo” market. ( Bo-Bo is short for “the bourgeois, bohemian market.” according to their CEO.) They want boutique but not too much edge and the hotel needs to revitalise them with yoga, spa, yoghurt (etcetera)

So these guys will probably compete with "W" head on unless they can refine their position even better. I think they need to be more radical in pushing the "vitale" element and put some clear water between their offer and the emerging big chain boutiques (contradiction??)