“Lean Luxury” is the magic word: Affordable luxury, modern interior design, spacious rooms, fast Wi-Fi as well as delicious snacks and good drinks – these are the cornerstones of the new promising hotel concepts. The lifestyle hotels of the leading hotel companies capture the world. The top lifestyle hotel brands Element (Starwood Hotels) and Indigo (InterContinental Hotels Group) are expanding worldwide. This data is the result from a market survey of TOPHOTELPROJECTS, the worldwide leading provider of global b2b hotel data.
The Starwood hotel brand Element, inspired by Westin, wants to position itself as a leader in environmentalism. The “green hotels” set, among others, on the globally recognized “Leed” certification (Leadership in Energy and Environmental Design). At its brand Aloft Starwood Hotels scores with hyper modern technology: at the Aloft Cupertino in California where the first official service robot was put into operation. “Whatever / whenever” is the focus at W Hotels by Starwood: allegories about fashion, music, entertainment, design, architecture and pop culture are implemented in each hotel project individually.
Edition (Marriott Int.) was developed in partnership with the legendary hotelier Ian Schrager for luxury boutique hotels. The new Marriott brand Moxy – also known as “Ikea Hotels” – was developed by a subsidiary of the furniture giant Ikea. Autograph Collection (Marriott) is used for special individual luxury hotels. AC Hotels by Marriott stands for cosmopolitan hotels.
The InterContinental Hotels Group (IHG) promotes with the lifestyle hotel brand Indigo its own interpretation of experience-oriented boutique hotels: flavors and fragrances in the lobby should chance seasonal as well as musical recordings and artistic design in the public areas. With Even Hotels IHG wants to establish its own series of strongly oriented wellness hotels.
New lifestyle hotels (selected top brands)
Element (Starwood Hotels) – 26 hotel construction projects
Aloft Hotels (Starwood Hotels) – 66
W Hotels (Starwood Hotels) – 37
Edition (Marriott Int.) – 8
Moxy Hotels (Marriott Int./Nordic Hospitality) – 7
Autograph Collection (Marriott Int.) – 7
AC Hotels by Marriott (Marriott Int.) – 12
EVEN Hotels (InterContinental Hotels Group) – 2
Hotel Indigo (InterContinental Hotels Group) – 37
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Further information:
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