NEW YORK --
Starwood Hotels & Resorts rolled out a new hotel brand designed
to be an offshoot of its popular W Hotel chain.
The new brand,
referred to as Project XYZ, will share some characteristic of hip,
urban, trendy appeal of the W Hotel brand, according to Starwood
officials.
The hotels will
have between 90 and 180 loft-like guest rooms. The rooms will
incorporate a sense of whimsy with architectural features including
oversized windows." Room accents will include "cool built-ins
offering storage space and house lighting and sound systems,"
Starwood said.
Room will also
feature a signature, ultra-comfortable bed, much like the Heavenly
Bed offered by Westin, another Starwood brand, as well as a
workspace and large bathrooms with oversized walk-in
showers.
According to Starwood,
Project XYZ hotels will feature a "Commons" space featuring
"dramatic water and fire elements, a destination lounge and a
comfortable, sunken conversation area designated the Pit Stop and a
24-hour Kitchen area boasting sweet, savory and healthy prepared
food and treats.
Other elements to
the hotels include Splash, a swimming pool and fitness center and a
landscaped outdoor Backyard that will serve as a place for
socializing and light meals.
Were taking a fresh
look at an old and tired model, and creating something new and
exciting, a total challenge to the status quo, said Ross Klein,
senior vice president and chief marketing officer for W Hotels
Worldwide. XYZ is the first authentic reinvention of on the road
hospitality in 75 years.
Starwood has
aggressive plans to quickly grow the chain. In fact, Starwood
expects to open the first hotel in 2007 and plans to add up to 500
more by 2015.
According to
Starwood, room rates will be affordable, somewhat comparable to
that of a Courtyard by Marriott and Hilton Garden Inn.
Affordable doesnt
have to be boring as brands like JetBlue, Mini Cooper, West Elm and
Target have proven so brilliantly, said Steven Heyer, Starwoods
CEO. With the DNA of W, XYZ will democratize design, and offer
guests an environment that is extraordinarily social, striking a
chord with travelers who crave style and fun on the road, even
beyond the boutique trifecta of New York, Miami and Los
Angeles.
Starwood is the
latest hotel chain to roll out plans for a new hotel
brand.
It follows Choice
Hotels International which is considering developing an affordable
extended-stay brand; Kimpton Hotels, which announced plans to
create a sub-brand called Hotel Palomar; and even designer Giorgio
Armani, who is lending his name to a planned chain of boutique
hotels.
Meanwhile, Joie de
Vivre, a boutique hotel operator, is expected soon to announce
plans to create a new sub-brand called Hotel Vitale.
To contact the
reporter who wrote this article, send e-mail to Michael Milligan at
[email protected].