Ex-Starwood Chief Plans Luxury Chain

Barry Sternlicht's Starwood Capital set plans to launch a new international luxury brand called the Crillon and said it would develop European-style Crillon hotels and serviced residences in major destinations throughout the world.

Sternlicht, the exec behind the Starwood chain who left last year to chart his own course, said the Crillon's flagship is the Hotel de Crillon in Paris, located on Place de la Concorde and one of only six six-star palace hotels in that city.

The Crillon brand will build on Paris' Hotel de Crillon's name recognition and reputation for impeccable service among discerning travellers internationally. Starwood Capital plans to develop Crillon hotels on its own and to partner with other developers and owners and will target properties in the world's most sophisticated cities, which may include London, Rome, Barcelona, New York, Los Angeles, Chicago, Las Vegas, Tokyo, Shanghai, Beijing, Hong Kong, Delhi, Mumbai, Dubai and Qatar. Resort destinations may follow in one-of-a-kind locations in the Caribbean, the Far East and in ski markets like Starwood's recently acquired Mammoth Mountain in California. Starwood Capital is already working on sites in several of these cities with potential partners.

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