Boutique hotel is a term popularized in North America and the United Kingdom to describe hotels which often contain luxury facilities of varying size in unique or intimate settings with full service accommodations. Sometimes known as "design hotels" or "lifestyle hotels", boutique hotels began appearing in the 1980s in major cities like London, New York, and San Francisco. Typically boutique hotels are furnished in a themed, stylish and/or aspirational manner. Boutique hotels are often individual and focused on offering their services in a comfortable, intimate, and welcoming setting, so they are therefore extremely unlikely to be found amongst the homogeneity of large hotel. Guest rooms and suites may be fitted with telephone and Wi-Fi Internet, air-conditioning, honesty bars and often cable/pay TV, but equally may have none of these, focusing on quiet and comfort rather than gadgetry. Guest services are often attended to by 24-hour hotel staff. Many boutique hotels have on-site dining facilities, and the majority offer bars and lounges that may also be open to the general public. Despite this definition, the popularity of the boutique term and concept has led to some confusion about the term. Boutique hotels have typically been unique properties operated by individuals or companies with a small collection. However, their successes have prompted multi-national hotel companies to try to establish their own brands in order to capture a market share. Notable example include Starwood Hotels & Resorts Worldwide's W Hotels, ranging from large boutique hotels, such as the W Union Square NY, to the W 'boutique resorts' in the Maldives, and Epoque Hotels among many others.