WASHINGTON -- Marriott International formed a joint venture with
Bulgari SpA, the Italian designer of jewelry, watches and perfumes,
to develop a luxury hotel brand called Bulgari Hotels &
Resorts.
As with other Bulgari products, the Roman "v"-style "u" will be
used.
Bulgari will design the brand, which will offer, according to
the partners, "striking Italian contemporary style." The first
property is expected some time in the next two years.
Bulgari will have an initial target of up to seven properties
worldwide, in places like New York, London, Paris, Rome, Miami and
Southern California. Washington-based Marriott will operate the
hotels, which typically will be owned by real estate partners.
The venture will utilize new builds or conversions of existing
buildings for its hotels. Hotels will be small, in the 150-room to
200-room range, but will be strictly high end.
Marriott and Bulgari have agreed to provide the venture with up
to $140 million in funding during the next seven years.
Ritz-Carlton, which is owned by Marriott, will be paired with
Bulgari in a newly formed luxury group, which will be based in
Atlanta, where Ritz-Carlton is headquartered. William Tiefel, vice
chairman of Marriott International and chairman of Ritz-Carlton,
will head the division.
Bulgari would have, according to the partners, a different kind
of luxury than Ritz-Carlton. Tiefel said Ritz-Carlton is a large
brand, whereas Bulgari, with a small set of hotels, will target the
kind of guests who would buy its other products.