Marriot and Starwood's Boutique Hotel Expansion

Hotel chain plan on opening a new brand of boutique hotels by 2010 in nine cities. Marriott and upscale hotelier Ian Schrager plan to open a new brand of boutique hotels—called Edition—by 2010 in nine cities, including Paris, Madrid, Miami, Chicago, Los Angeles, Scottsdale, Ariz., and Washington, D.C. Marriott representatives say the chain may build more than 100 of these hotels worldwide to create “the first truly global branded boutique lifestyle hotel on a large scale.” Edition properties, averaging 150–200 rooms, will be created by various architects and designers

Meanwhile, Starwood Hotels & Resorts Worldwide representatives say the company expects to increase its portfolio by 50 percent over the next five years, across all brands. Half of future openings are expected to be outside of North America. The reps add that Starwood will open 80–100 hotels this year, a 50 percent increase over last year.