New Marriott brand will be boutique

Ashley Milne-Tyte Jun 15, 2007
HTML EMBED:
COPY

New Marriott brand will be boutique

Ashley Milne-Tyte Jun 15, 2007
HTML EMBED:
COPY

TEXT OF STORY

SCOTT JAGOW: Marriott says it’s creating a new brand of boutique hotels. It’s working with designer Ian Schrager. He’s known for his intimate hotels and he was the guy behind the famous nightclub, Studio 54. But do Marriott and boutique hotel even belong in the same sentence? More now from Ashley Milne-Tyte.


ASHLEY MILNE-TYTE: That all depends on what you think of as boutique. At the press conference announcing the move, Ian Schrager said a boutique hotel isn’t determined by size, but by attitude. Jeff Weinstein, editor of Hotels Magazine, says he’s not so sure.

Jeff Weinstein: I guess if you wanna believe that, anything can be a boutique hotel. But if anything’s a boutique hotel, then in my opinion nothing is a boutique hotel.

He says nomenclature aside, Marriott is following in the steps of its competitors by creating an edgier brand. And that’s essential if it wants to attract generations X and Y . . .

Weinstein: . . . that has to be a different product than y’know what their fathers and their fathers’ fathers were used to from a Hilton or a Marriott.”

Weinstein says buttoned-down Marriott and style guru Schrager look like an odd couple, but they each excel at what they do. So, he says, their venture has great potential for success.

In New York, I’m Ashley Milne-Tyte for Marketplace.

As a nonprofit news organization, our future depends on listeners like you who believe in the power of public service journalism.

Your investment in Marketplace helps us remain paywall-free and ensures everyone has access to trustworthy, unbiased news and information, regardless of their ability to pay.

Donate today — in any amount — to become a Marketplace Investor. Now more than ever, your commitment makes a difference.

Raise a glass to Marketplace!

Just $7/month gets you a limited edition KaiPA pint glass. Plus bragging rights that you support independent journalism.
Donate today to get yours!