The verdict in three sentences
A New York boutique hotel only gets comparable website quotes when its brief lists pages, integrations, accessibility target and account ownership line by line. A vague brief typically produces quotes spread from USD 15,000 to 60,000, while a precise one narrows the spread to roughly USD 18,000 to 35,000 for the same scope (2026 ballpark, based on typical New York agency quotes). Write the checklist below, score three quotes on the same grid, and keep the booking engine, channel manager and PMS on separate lines.
What should the checklist contain before you call agencies?
Whether your property is on the Lower East Side, in SoHo, Chelsea, NoMad or Williamsburg, the logic is the same: every line must be priceable without guesswork. Here is the checklist, with an example for a boutique hotel.
| Item | What to write | Boutique hotel example |
|---|---|---|
| Goals and audiences | 2 or 3 measurable goals, guest types | Share of direct bookings, business travelers midweek, international leisure guests on weekends |
| Pages and templates | Page list, number of templates | Home, rooms (8 to 12 pages on 1 template), restaurant, neighborhood, offers, events, accessibility, contact |
| Content ownership | Who writes, who approves, who signs off compliance | Copy by the provider, approval by the GM, rate and fee wording signed off by the revenue manager |
| Languages | Languages at launch and later | English at launch, Spanish or French in phase 2 |
| Integrations | Each tool on its own line | Booking engine link, channel manager, PMS, restaurant table booking, newsletter CRM |
| Forms and data | Fields, retention, security | Group inquiry: name, email, dates, room count; never card numbers or passport copies |
| Hosting and domain | Account holder | Domain and hosting in the hotel's name, agency as a user only |
| Acceptance criteria | Tests to pass before final payment | Keyboard navigation, booking link tested on 3 devices, total price displayed |
Add three items outside the table. If a site already exists: a URL inventory, a 301 redirect map and Search Console access to watch the pages that already rank. A go-live window, ideally outside your peak period. A budget range, even a wide one: without it, every agency sizes its proposal on a different assumption.
Which rules should the brief spell out?
This is not legal advice. These are topics your counsel and your provider must handle, written into the brief so they get priced.
- Accessibility: ADA Title III claims against hotel websites are frequent, and WCAG 2.2 AA is the sensible target. ADA rules for hotel reservations require describing accessible room features in enough detail: plan one page per accessible room type, described factually.
- Total price: the FTC rule on unfair or deceptive fees, in force since May 2025, covers short-term lodging and requires the total price, mandatory fees included, wherever a price is shown. Ask your provider and your booking engine vendor how they comply.
- Hotel licensing: New York City regulates hotel operations through a city licensing regime. The site should claim nothing beyond what you actually hold.
- Data: the New York SHIELD Act requires reasonable security safeguards for residents' private information. Marketing emails follow CAN-SPAM.
Vague brief or precise brief: how do quotes change?
| Brief item | Vague brief | Precise brief | Effect on New York quotes (2026 ballpark) |
|---|---|---|---|
| Pages | "a beautiful site" | 22 pages, 6 templates | Spread narrows from USD 15,000 to 60,000 to USD 18,000 to 35,000 |
| Booking | "integrate booking" | Link to the existing engine, no rebuild | Avoids USD 5,000 to 15,000 of unrequested development |
| Channel manager and PMS | Not mentioned | Separate lines, on quote | Line-by-line comparable pricing |
| Accessibility | "compliant" | WCAG 2.2 AA, accessible room pages | USD 2,000 to 6,000 audit planned from day one |
| Content | Not specified | Native English copy included, photos by a third party | Fewer change orders mid-project |
| SEO migration | Missing | URL inventory and 301 map | Avoids losing pages that already rank |
How do you compare three quotes on the same grid?
Score each quote from 1 to 10 on five criteria, multiply by the weight, divide the total by 100. Example with three fictional quotes:
| Criterion (weight) | Quote A | Quote B | Quote C |
|---|---|---|---|
| Checklist coverage (30) | 8 → 240 | 7 → 210 | 9 → 270 |
| Accessibility and compliance (20) | 6 → 120 | 8 → 160 | 7 → 140 |
| SEO migration plan (15) | 5 → 75 | 8 → 120 | 6 → 90 |
| Timeline realism (15) | 7 → 105 | 6 → 90 | 5 → 75 |
| Price clarity (20) | 6 → 120 | 7 → 140 | 4 → 80 |
| Final score out of 10 | 6.60 | 7.20 | 6.55 |
Quote C covers the checklist best but leaves too many lines "to be confirmed": quote B wins because it can be verified.
On the Kolonell side, the fixed grid reads straight against your checklist: Starter $2,900 for a compact site, Growth $4,900 for a full site with more templates, Premium $8,900 (the multilingual tier, languages set in the quote). Included: a project manager reachable in your time zone, native English copywriting, delivery in 3 to 4 weeks once content is ready, and 3 months of support. Booking engine, channel manager, PMS and table booking stay on quote: your tools are kept and linked. Details on the international offer.
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Mini case study
Illustrative example: Dana, general manager of "The Larkspur House", a fictional 38-room boutique hotel on the Lower East Side. She spends 10 hours on the checklist: 6 hours herself, 4 hours for her revenue manager. Result: three local quotes between USD 21,000 and 33,000 instead of a 1-to-4 spread.
She compares with Kolonell Growth: $4,900, plus a local photographer at $3,500 (third-party cost, market assumption), for $8,400. The channel manager connection is priced separately, on quote. Against the median local quote of $27,000, the $18,600 difference easily covers the external accessibility audit she wants. Go-live is set for January, outside the peak period.
FAQ
How long does the checklist take to write?
Plan 8 to 12 hours split between management and the revenue manager. That time is what makes quotes comparable and avoids change orders.
Do we need to rebuild the booking engine?
Rarely: most boutique hotels keep their engine and link it to the new site. Rebuilding the engine often adds USD 5,000 to 15,000 in New York (2026 ballpark).
How many quotes should we request?
Three quotes are enough for a five-criterion grid. Beyond 4, analysis time usually outweighs the benefit.
What timeline should we expect with Kolonell?
3 to 4 weeks once content and photos are ready, on the $2,900, $4,900 or $8,900 tiers. Integrations on quote follow their own schedule.
Must the site show mandatory fees?
Since May 2025, the FTC rule requires the total price wherever a price is shown for short-term lodging. Have your counsel approve the wording before go-live.
Let's scope your project. Send your checklist, even unfinished: we review it and confirm the tier, budget and timeline. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
