Debut Hotel Group, a brand management company housed under
Hampshire Hotels Management, launched last week, unveiling five new or updated
Hampshire CEO Eric Danziger said he anticipates rapid growth
across Debut’s five brands— 300 hotels in the next six years — and a portion of
that could be facilitated by corporate business.
"Our senior VP of global sales will work with companies
and expose them to these new brands," said Danziger, who also will head Debut.
The five brands to be managed by Debut are Augustus Hotels,
Time Hotels, Dream Hotels, Unscripted Hotels and Night Hotels.
Each is designed to cater to a specific market segment:
Augustus at the top as a five-star, luxury brand; Time as a four-star,
upper-upscale, boutique-inspired brand; Dream as a four-star, upper-upscale, cosmopolitan
brand; Unscripted as a three-star, full-service, contemporary brand; and Night
as a three-star, upper-midscale, limited-service brand.
The group's launch marks the unveiling of Augustus and
Unscripted, and the repositioning or expansion of Dream, Time and Night. Nine
properties already exist across the brands, including the Hampshire-managed
Chatwal in New York City, which inspired the design of the Augustus brand.
A dozen more hotels will open during the next year, Danziger
said. Dream, Time and Unscripted properties are slated for Chicago, Dallas,
Hollywood, Washington, D.C., and Long Island City, N.Y. Debut also plans to
file a franchise-disclosure document later this year for the Night brand, which
Danziger said potentially could fulfill his 300-property projection on its own.
"Our anticipated growth is very, very significant in
all these brands," he said.
As for which brands could be the biggest draw for corporate
travel, Danziger said "all of them to some extent, just to a varying
degree," with Augustus and Time the likely leaders. He confirmed the group
is seeking corporate agreements.
Right now, Debut is largely U.S.-focused, but over time
Danziger sees select brands moving into Latin America and Europe. Debut
currently has two Dream properties in Asia, one in Bangkok and the other in
Source: Business Travel News