Marriott International has teamed up with hotelier Ian Schrager to build and operate up to 100 ‘next-generation lifestyle boutique’ hotels.
Marriott chairman and CEO J.W. Marriott, Jr said the brand would be “the first truly global branded boutique lifestyle hotel on a large scale”.
Schrager, whose Ian Schrager Company owns, develops and manages hotels, said: “The brand will be about an attitude, about a feeling rather than a look.”
The hotels will be located in gateway cities throughout North and South America, Asia and Europe, including London. The properties will comprise new builds, conversions and renovations and will have an average size of 150-200 rooms.
Schrager said the partners aimed to sign “at least” five development deals for the brand by the end of 2007 and open 100 hotels in the next ten years.