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Ian Schrager to launch two new hotel brands

15 December 2010 by

Iconic hotelier Ian Schrager is to create two new hotel brands and roll them out in 24 major cities around the world, including London.

Credited with being the creator of boutique hotels, Schrager is selling the Gramercy Park Hotel in New York to concentrate on building up the two brands for his new hotel company Schrager Hotels, as well as continuing to develop the Edition brand with Marriott International.

One of the new brands will concentrate on luxury lifestyle hotels, while the other will focus on stylish, reasonably priced hotels, both small and large.

The first hotel - a reinvention of the Ambassador East in Chicago - will open in September 2011.

Other cities where Schrager plans to open hotels include New York, Los Angeles, Paris, Barcelona and Istanbul, as well as London.

Schrager was responsible for launching the Sanderson and St Martin's Lane in London for the Morgans Hotel Group which he sold in 2005.

Since starting his collaboration with Marriott, the first Edition hotel has opened in Waikiki, Hawaii, with further properties due to open in London, Miami and Bangkok.

Marriott buys Berners hotel for Edition >>

The Waikiki Edition Hawaii >>

Can the hotel brands do boutique >>

By Janet Harmer

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