Marriott is relaunching its upscale Renaissance brand as a lifestyle brand targeting a hip "in-the-know" clientele.
"With more than a $2 billion infusion in hotel renovations by our owners and franchisees and a new brand team in place, Renaissance is now positioned to be the first truly global lifestyle brand in the Marriott portfolio," said Tina Edmundson, Marriott International's senior vice president of lifestyle brands and Renaissance operations.
Renaissance, which has 140 hotels in 28 countries, is relaunching with parties tonight at its new properties in New York and Paris, the Renaissance Paris Arc de Triomphe and the Renaissance New York Hotel 57.
In a press release reminiscent of those written by Starwood's W brand, Edmundson said, "The Renaissance experience appeals to guests who want to discover something new with each and every stay. Our guests are current and in the know. They are passionate about travel, architecture and history, and they want a hotel experience that allows them to get the most from a trip -- to discover the unique character of their destination."
Edmundson, however, said Renaissance is upscale rather than luxury and is not intended to compete with the edgier W.
Edition, a boutique brand being developed with Ian Schrager, will be more of a direct competitor of W when its first hotels open next year, she said.
In addition to updating and renovating hotels, Renaissance has a new logo and is launching a retail website this fall.