26 Jan Parade of New Lifestyle Hotels Continues in 2015
Last year was the Year of the Lifestyle Hotel, with Marriott, Hilton and InterContinental among the many players introducing new brands or making acquisitions in this hot market segment.
After less than a month, 2015 looks on pace to surpass it.
Three major hotel operators – Hyatt, Loews and Langham – are preparing to launch new boutique or lifestyle brands, joining a crowded field of hospitality companies offering properties that emphasize high-design and a social bar scene.
The new brands are aimed primarily at younger travelers, or at least those who emulate the behavior of youth. They are widely viewed as critical to capturing the coveted Millennial generation — often defined as those born between 1980 and 2000 — and coming at a time when new hotel construction is cranking up after a long hiatus.
Hyatt has the most ambitious plan of the new entrants. The Chicago-based company this summer plans to open 20 lifestyle hotels in places like New York, Miami, San Francisco and Paris, according to people familiar with the company’s strategy.
Loews Hotels is launching its own lifestyle product, known as the OE Collection. The hotel operator will partner with boutique and independent hotels to manage those properties and incorporate these properties into the Loews distribution network.
While the typical Loews hotel has 200 or more rooms, the OE Collection will feature smaller properties of 150 or fewer rooms and feature more adventurous design than the flagship brand.