by Courtney W. May for the Editorial Advisory Board
On Tuesday, July 18th, Loews Hotels
President Jack Adler presented plans at the NBTA conference in Chicago for the company's expansion and brand initiatives. To increase Loews Hotels' distribution, the company has plans to expand into target cities such as San Francisco
, Las Vegas
. According to Loews, resort locations are also on the drawing board, including a 400 plus room resort in Lake Las Vegas
. Slated to open in 2009, it would be Loews Hotels’ first property with a residential component, featuring 125 condo hotel units and 350 traditional guest rooms, 40,000 square feet of meeting space and distinctive entertainment facilities.
Additional brand initiatives in the next 5 years include furthering the Loews idea of "Four Diamond and more"
properties while ensuring that each hotel is supremely comfortable, vibrant and uniquely local
. For example, in Miami, Loews teams with celebrity chef Emeril Lagasse to offer Emeril’s South Beach and in New York, a successful partnership with celebrated musician Michael Feinstein promises a vibrant New York cabaret experience for Loews guests.
On the design and décor front, the Loews brand promise ensures that each property has a distinctly local sensibility. In Nashville, for example, the hotels whimsical décor is reflective of the destination's "Music City" moniker.
A final initiative is the Loews Branded Breakfast Experience, a program that further differentiates the brand in the luxury field. The Breakfast at Loews
program has several distinguishing features, including an expanded beverage program featuring a custom shaken "juice bar" and specialty press coffee; a chef-selected "breakfast amuse" and a to-go cup of coffee at departure.