Abstract: In looking accommodation business as a part of hospitality industry, there are many new players enter to this business reflecting over supply situation in Thailand. it is important for newcomers or current players to create differentiate to stand out and gain the competitive advantage. Boutique hotel becomes solution as a value-added product. This paper explores relationships between service quality and perceived consumption value toward customer satisfaction that may influence brand loyalty. The study focus on Thai consumers who had experienced with boutique hotel with 301 feedbacks. The study show that perceived consumption value significantly play an important row positively impact customer satisfaction and brand royalty more than service quality. Based on the results, focusing consumption value strategy can help raising competitive advantage is suggested.