Over the last few years, there has been a rapid, competitive race in gaining an edge in the market for the boutique hotel industry. Specifically, the rivalry developing has been centered around college towns. A boutique hotel is smaller in size and usually holds between 10 and 100 rooms. This smaller size allows the hotels to be unique and offer a more customized experience for their guests. Boutique hotels try to combine their style with the community and culture surrounding them. Since they began forming in the 1980s, they have been soaring in popularity.