In Asia, Hong Kong and Bangkok are among the cities where the boutique hotel business is flourishing.

There may not be many signs of a boutique hotel trend in Jakarta -- In Indonesia, most boutique hotels are in Bandung or Bali -- but the city boasts one of the best boutique hotels in Southeast Asia.

Last month, Agoda hotel agent named Kemang Icon the best of the top 10 boutique hotels in the region. The Scarlet Hotel in Singapore came in second, followed by the Dream Hotel in Bangkok.

Because particular attention has been paid to their architecture and design, boutique hotels have their own style, which is often quirky and different from that of chain hotels.

Many boutique hotels introduce different themes in each guest room, making every stay at the hotel unique, even for loyal guests.

The term "boutique hotel" was coined in New York after the birth of the exclusive Morgan's Hotel -- opened by Ian Schrager and designed by Andre Putman -- on Madison Avenue in 1984

Some boutique hotels are characterized by their size -- usually fewer than 100 rooms -- but there are exceptions like Scharger's Paramount Hotel with 594 rooms and the Henry Hudson Hotel with 821 rooms, both in New York.

The owners of Kemang Icon went with the idea of a small personalized hotel, with only 12 rooms, all of which are unique.

It is located in a post-modern five-story building in the heart of Kemang in South Jakarta. The first and second stories of the building house an exclusive selection of stores selling designer clothing and jewelry.

The Kemang area is known for its hip bars and restaurants, bookstores and antique shops.

"You really have a wealth of things in Kemang," Kemang Icon general manager Karen Merrick said.

One of the area's shortcomings is its narrow roads, which are often congested with traffic.

However, there is nothing more refreshing on a muggy Jakarta day than stepping inside the Icon, with its cool tones of water, metal, concrete, granite and marble.

On the rooftop, a 16-meter pool and an open air bistro offer a different experience of Jakarta. Thann Sanctuary, the spa next to the bistro, runs Yoga classes three times a week, which are open to non-hotel guests.

Merrick said some people made the Icon their workstation, with a library lounge complete with a bar, a projection room and boardroom facilities with high broadband connectivity installed.

"You really don't need to leave the building," she said.

Merrick added that guests' favorite Starbucks coffee could also be provided in their minibar.

Designed by Sarjono Sani, the two-year-old Kemang Icon is a combination of chic modern designs and historical details.

Artifacts from around the world -- some of which are thousands of years old -- adorn the lobby and guest rooms.

A 3,000-year-old mask, a-1,000-year-old Ganesha statue and a pair of floor-to-ceiling mirrors that once belonged to French royalty are among the items from Sarjono's personal collection that are on display in the hotel.

Merrick said Kemang Icon was different to the common boutique hotels in Europe. "There, the staff have an air of superiority about them. Here, it's not like that. We respect the guests, we try to cater to their every whim."

Prospective guests of Kemang Icon are asked about their taste and priorities when they make a booking, so the hotel can match them up with a room.

The boutique hotel trend started in New York in the 1980s but was deemed a risky business in early 2000, as hip veneers often fade fast.

However, the boutique hotel concept is now a growing business in Asia.

"We're not like New York hotels, which change their style every five minutes. Kemang Icon is for people who appreciate art, for people who are not just into the facade ... It's tangible, it's real, it has history attached to it," Merrick said.

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