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1 Hotels: The Newest Luxury (Eco-Friendly) Hotel Brand
October 23, 2006By: Mary Winston Nicklin
St. Regis Fort Lauderdale

Announcing the 1 Hotel and Residences, the brainchild of Barry Sternlicht, former big shot at Starwood. (As HotelChatter points out, this is the same mastermind behind the yet-to-be-seen Crillon lux hotel brand.) The new hotel brand aims to compete directly with the St. Regis (Starwood's lux label), Ritz-Carlton, and Four Seasons brands. And Sternlicht's setting his sights high: these hotels will have a "level of amenities and service lofty enough to earn a coveted five-star ranking from Mobil Travel Guide." Hotel launch locations will include Seattle, Scottsdale, Paris, Mammoth Mountain (Cali), and Fort Lauderdale. It's a crowded field. In South Florida, for example, the St. Regis Fort Lauderdale Hotel and Residences has been under construction since 2000 and is expected to open soon, and other luxury properties—including hotels by Trump and W—are in the works. (Not to mention the already existing five-star hotels.) How will 1 Hotels distinguish itself? It's being billed as the first ultra-luxurious, eco-friendly global hotel brand. 1 is planning to donate one percent of revenue from each hotel to local environmental groups, and the NRDC will serve as the environmental adviser.

Pictured: St. Regis, Fort Lauderdale

Related Articles:

Sun-Sentinel, New hotel chain to join high-end battle on Fort Lauderdale beach

HotelChatter, '1' Joins the Ranks of Oddly-Named New Hotel Chains

WSJ, Sternlicht Makes Another Move In Luxury Hotels


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