Edition: Our New Boutique Hotel Brand with Ian Schrager
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Last night, I went to a big party in Beverly Hills. Beverly Hills is a great place to have a party, by the way. It was a great night because we were celebrating our new boutique hotel brand. I joined Ian Schrager and our Chief Financial Officer, Arne Sorenson, in announcing the name of the brand before high-powered developers from all over the place. It's going to be called Edition. E-D-I-T-I-O-N. We also announced the first hotels with our developers to build Edition hotels in Paris, Madrid, South Beach in Miami, Chicago, Washington, D.C., Costa Rica, Los Angeles and Scottsdale, Arizona.
We have other agreements in the works for hotels in more U.S., European and Caribbean destinations, but we're not ready to talk about them yet. In fact, interest from developers has been overwhelming right from the start and it's gaining momentum.
Edition was the brainchild of Ian Schrager. He's the guy who created the whole boutique hotel segment with exciting hotels like the Mondrian in West Hollywood, the Delano in Miami and my very favorite, the Gramercy Park in New York. Ian is a creative genius and that's one of the reasons why we partnered with him seven months ago.
When we first looked at the boutique hotel segment, we knew there was an opportunity for a unique concept on a global scale. We now have 18 lodging brands, but we were not a player in the boutique sector. We also recognized where our company's strengths were and where we could benefit from outside expertise, and that led us to Ian Schrager.
Our partnership with Ian is a combination of strengths. Marriott develops global brands and I believe we are the best hotel manager providing the best customer service. Credit goes to our employees. Over and over, Ian has proven he can create concepts that excite and attract people and develop cutting-edge hotels that are the talk of the town.
Our new Edition brand is now the talk of the lodging industry. I can't wait for the first one to open in 2010.
I'm Bill Marriott and thanks for helping me keep Marriott on the move.
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Posted By: INNfinity Hospitality Systems (2/14/2008)
Comment: We all get swept up in long work days and shorter vacations. Once I find a moment to break free from life's hustle and bustle, I find myself a bit more discriminating about my accomodations. It can take awhile to wind down. When the boutique hotel's creativity and distinct character flow through the entire property from the lobby to the rooms, I can't help but surrender. It is wonderful to hear that you plan to be an integral part of the unique vacation experience. Best of luck, Stephanie
Posted By: Richard F. Sullivan (2/10/2008)
Comment: ear Mr. Marriott:
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>After watching a tape on C-Span Network, of you speaking on January 17, 2007, when you addressed the National Press Club, and hearing you mention your "blog," I became motivated to write to you. I had difficulty figuring out how to send an e-mail to your blog, thus I am contacting this link.
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>Your comments were most interesting and enjoyable. I have been a patron of Marriott and Ritz Carlton establishments on numerous occasions.
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>Shortly before watching your presentation, I happened to read the following listing at this link on "e-bay Motors"--
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>http://cgi.ebay.com/ebaymotors/ws/eBayISAPI.dll?ViewItem&item=250212264382&ssPageName=ADME:B:WNA:MOTORS:1123
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>If someone could scroll down to the photos of the item, and show them to you, you will see what is represented as a vehicle owned for quite some time by your father, J. Willard Marriott. His name plaque is still affixed to the instrument panel in one of the photos. As a Cadillac-LaSalle Club member, it is my opinion that the Eldorado shown is an outstanding automobile. If I could afford it, I would indulge my passion for the automobile hobby by bidding to own and to preserve it. I wanted to pass this information on to you, or perhaps someone in your family with an interest in things automotive. Perhaps you know something about the history of this particular car. Hopefully, it has been acquired by someone who will continue to shower it with the excellent care that it apparently has received.
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>You are inspirational to listen to, for you exemplify fine moral and ethical standards, and you are a great conversationalist. I have no relationship to the seller. Rather, it is merely my intention to inform you of this item which may have historical significance to you. With my very best wihes, I am
>Very truly yours,
>Rich Sullivan
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Posted By: Daniel Edward Craig (2/10/2008)
Comment: It's great to hear that Marriott will be bringing the boutique concept to the masses. The true challenge will be to capture the independent spirit that makes boutique hotels special. If anyone can pull it off Schrager can.
Posted By: Stuart (2/6/2008)
Comment: Bill, as you make these smart moves into boutique hotels, I hope you will not lose focus on business travellers like me who find it reassuring to receive the same level of service from hotel to hotel and similar services. This consistency - or lack of it - is what drives me to distraction. I am a platinum member and find it frustrating that sometimes I get a bathrobe and sometimes not; sometimes the WSJ and sometimes not; sometimes Starbucks coffee and sometimes not. And the downgrading of the Chicago Downtown concierge floor has been very disappointing. On a very positive note, your people (front desk to back office) are friendly, helpful and they execute well.
Posted By: Alcoholism (2/5/2008)
Comment: I love the Marriot brands. Unfortunately, I cannot afford to stay in them often. If there were some affordable boutique hotels it would be great. I would much prefer a boutique style hotel over a cookie cutter hotel.
Posted By: Randy (2/1/2008)
Comment: Although it's obviously a good idea for Marriott to break into the boutique hotel market, I find it odd that Ian Schrager would come on board. About a year ago, he was quoted in a USAToday article saying something to the effect that "if Marriott is doing it, you know it's time to move on." I suppose once Marriott waved the right amount of money under his nose, all that posturing went by the wayside.
Posted By: M Hanton (2/1/2008)
Comment: Exciting news to read some more about this. I hope Marriott's involvement will mean that these will be hotels of style and substance. It will be great to see boutique, stylish hotels with genuine customer care and service.
You haven't mentioned in your Blog yet the new Ritz Carlton Films. I saw the first one the other day on the RC website and enjoyed it very much. Looking forward to seeing more of these.
Posted By: Alan (1/31/2008)
Comment: The EDITION line of boutique hotels sounds very exciting. I am a frequent and satisfied Courtyard customer, however, I admittedly relish the occasional opportunities I do have to also enjoy the JW hotels and other Marriott high-end properties. Their luxury and attentive service is quite addictive! Obviously I am very excited and look forward to my first opportunity to experience a stay in an EDITION hotel. As an introductory marketing program (a bit self serving I admit), I'm sure many of your loyal elite reward members would be more than happy to "test out" those new EDITION hotels when first built during those first few preview weeks. Just a thought for you to pass on to marketing!
Posted By: Komal (1/31/2008)
Comment: Bill, this is exciting news. Would you know if 'Edition' will have spas?
Posted By: Bobby (1/31/2008)
Comment: I beleive the boutique market is where hospitality is still refreshing and evolvoing. Boutiques hold true the essential elements that make up a service-oriented property with a unique experience attached to it. I was fortunate enough, while in college, to work at the Planters Inn, located in Charleston, SC. I was there before and after our acceptance into Relais & Chateaux, which was quite an experience. I have a special place in my heart for boutique properties and wish Marriott the best of luck with Ian.
Posted By: Stefania (1/30/2008)
Comment: Tanti Auguri a te! I am so excited to hear about your new wonderful brand Mr. Marriott!I worked for IHG and now looking for an opportunity at Marriott Intl' Design Department.No matter what happens in the future, I will always be a great fan of your brand and your management style. In bocca al lupo!
