Today we’d like to introduce you to Frances Kiradjian.
Hi Frances, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I began my journey in the travel & hospitality world decades ago, driven by a deep fascination with our world through the travel experience, as well as my fascination with what makes independent hotels so magical. Early in my career, I worked with traditional hotel companies (big brands) and quickly realized there was a gap — independent, boutique properties were often overlooked, despite being the soul of the industry.
That realization became the spark for founding the **Boutique & Luxury Lodging Association (BLLA)** over 16 years ago. At the time, “boutique” wasn’t even a common term in hospitality, but I saw its potential to redefine travel through creativity, authenticity, and personal connection. I wanted to give a voice and platform to the independent hotel owners, visionaries, and entrepreneurs who were shaping culture through their properties and businesses.
From there, the movement grew. We launched **StayBoutique** to connect travelers directly with authentic, independently owned hotels. BLLA verifies each one based on specific criteria.
It hasn’t always been easy — we’ve built this from scratch with perseverance and heart — but what keeps me inspired is seeing how far the boutique movement has come. Today, BLLA represents thousands of leaders worldwide, and we’re still driven by the same founding belief: that hospitality is not about size or scale, it’s about soul.
A year before launching BLLA, I founded **TIEWN** — the Travel Industry Executive Women’s Network — to champion women in our industry. Each initiative shared the same purpose: to build community, empower innovators, and elevate women leaders in the travel, tourism, and hospitality sectors. With over 13,000 network members, our annual Women in Travel & Hospitality Conference became a staple for women to connect globally. Imagine a room full of incredible professionals sitting with the other attendees from their same country. It was epic and deserved further growth, connecting women everywhere.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It’s definitely been anything but smooth — but that’s what’s made it meaningful. When I started both TIEWN and BLLA, there really wasn’t a blueprint. There weren’t many women’s organizations in our industry. For BLLA, the boutique hotel sector was still finding its identity, and most people didn’t understand why independents even needed their own association. We were pioneers, which meant constantly having to prove the value of something we deeply believed in.
There were financial challenges, of course, and moments where it felt like we were building an airplane mid-flight. Along the way, we faced fierce competitors who often attempted to replicate what we were creating. At first, that was frustrating, but over time, I learned to see it as validation that we were doing something truly impactful. When others copy you, it means you’ve set a standard worth following.
Those experiences taught me resilience and creativity. We built this movement brick by brick — with passion, long nights, and a lot of faith. And I’ve seen the power of community firsthand. Every time we hit a wall, it was our members, our partners, and sponsors who believed in us, and especially my daughter, Ariela, who helped push us through. Looking back, those bumps were really turning points — they shaped who we are. They reinforced our mission: to stand for the independents, to protect their authenticity, and to never compromise on soul in hospitality.
Appreciate you sharing that. What else should we know about what you do?
At my core, I’m a connector and curator of people, ideas, and inspiration. Through BLLA, StayBoutique, and Boutique Money Group, my work centers around empowering independent hospitality — but we’ve always approached it through an artistic lens. I’ve never believed that boutique hotels exist in isolation; they live at the intersection of design, culture, fashion, food, art, and storytelling. That’s why, from the very beginning, our conferences have featured speakers far beyond the hospitality industry – creative directors, fashion icons, restaurateurs, artists, and innovators from every corner of culture. They all share the same kind of guest: the curious, independent-minded traveler. Some names you might recognize include Arianna Huffington, John Varvatos, Ian Schrager, and Horst Schulze, as well as companies that have sold for $1 billion, such as Todd Carmichael, the founder of Colombe Coffee, and Michael Dubin, the founder and creator of Dollar Shave Club. And many more.
We’re known for curating events and communities that feel distinct — intimate, thought-provoking, inclusive, participatory for each attendee, and ahead of the curve. We don’t recycle panels or follow the usual industry script. Instead, we blend art and business, commerce and creativity, in a way that challenges how people see hospitality.
What I’m most proud of is that we’ve stayed authentic through it all. We’ve built a global movement around independent thinking — not just in hotels, but as a mindset that extends beyond. BLLA has become a symbol of creative courage and integrity. We’ve proven that boutique hospitality is an art form, not just an industry sector — and that’s what truly sets us apart.
Any advice for finding a mentor or networking in general?
I’ve always believed that mentorship and networking aren’t about transactions. They’re about authentic relationships. When I founded TIEWN back in 2008, it was built around that exact idea: creating a space where women in travel and hospitality could support, guide, and uplift one another — not out of obligation, but out of genuine connection.
My advice is to start with curiosity, not an agenda. Ask questions, listen deeply, and find people who inspire you with how they think, not just what they’ve achieved. A true mentor helps you expand your vision, not mirror it. Then reach out and connect, and those who respond are meant to be.
For networking, I’ve found that smaller, more intentional settings are where real bonds are formed, and that’s why BLLA events are intimate by design. You can actually meet people, share stories, and build trust. When you lead with sincerity and contribute to the community around you, the right mentors and collaborators naturally show up.
And one more thing: mentorship works both ways. Some of the most significant insights I’ve gained have come from younger leaders, including my daughter Ariela, who sees the world through a fresh lens. Staying open to such exchanges allows you to continue evolving. Of course, Ariela’s globetrotting through the years also helps her gain a much broader perspective of people, places, as well as art, history, and more, which help shape her view of the world.
Pricing:
- TIEWN membership is $199 annually
- BLLA’s membership includes both hotels and what we call vendor/service providers partner members (starting at an all inclusive brand and conference package of $3,500)
Contact Info:
- Website: blla.org
- Instagram: https://www.instagram.com/bllaboutiquelodging/
- Facebook: https://www.facebook.com/boutiquelifestyleleaders
- Linkedin: https://www.linkedin.com/in/franceskiradjian/
- Other: stay-boutique.com
Image Credits
Credit: BLLA
