The boutique hotel goes global

Ian Schrager and Marriott International are breaking new ground, literally. They are planning to collaboratively launch a new brand, the customized yet universal boutique...

Ian Schrager and Marriott International are breaking new ground, literally. They are planning to collaboratively launch a new brand, the customized yet universal boutique hotel. The partners plan to firm-up at least five development deals by late 2007, and rollout 100 hotels in various US and international locations within a decade. Hotels will average 150-200 rooms.

Schrager will lead the effort on concept, design, marketing, branding and food and beverage, while Marriott will oversee the development process, and operate and manage the completed hotels.

While Schrager’s publicist at Syndicate would not comment on the issue, John Wolf, Marriott senior director of media relations, confirmed that in terms of PR, Marriott is using Rubenstein for the partnership announcement. However, it’s too early to report a PR structure, which will be part of the ongoing branding and marketing strategies. Wolf said, "In the near future, we will announce a name for the brand and its concept, as well as development deals and locations, so we'll have much more to say then."

Stay tuned…

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