The Boutique Collection is a quality, eclectic collection of houses, apartments, and villas in Tropical North Queensland in Australia. It was founded by Alex Whyte in 2005, and he started handpicking luxury hotels ever since. Since Queensland has always been a record breaker in tourism earnings, Alex was knew that focusing on specific areas in the region was the best way to bring his business to the top. He limited his collection in the following tourist spots: Port Douglas, Palm Cove, Cairns, and Bramston Beach. All of these areas are beachside locations, so Alex has the opportunity to maximize his boutique collection and tag along activities, amenities, and more for more profit. 

In June 20, 2018, Queensland tourism earned a total of $16.2 billion just from 21.8 million domestic overnight visitors. With that number on top of The Boutique Collection’s coverage areas, Alex continues to think of ways he could extend his operations. As a founder of 2020 Management Pty Ltd as well, Alex has great strategies in boosting his business’s potential. Unlike most accommodation businesses though, he does not invest much on digital marketing. His business grew mostly due to word of mouth. He believes that providing clients only with the luxurious yet affordable options for their vacation in the area is enough to keep his brand a household name in Queensland’s tourism, and it already is.