Boutique Design - July/August 2016 - 16

one room suite? sweet.

Denihan, ceo, Denihan Investments, is tracking Chicago, New York, West
Hollywood and Washington, D.C. Except for overheated markets such as Miami,
Nashville, and crowded prime real estate in New York, the U.S. is once again a
hot spot-including secondary cities such as Springfield, Missouri, Cheyenne,
Wyoming and Columbus, Ohio. Internationally, gateways (even a post-Brexit
London, Amsterdam and various targets in China) have their appeal. Turkey is
getting attention, as are South Korea and, to a lesser extent, Laos.

Airbnb might be the most bold-faced disruptor out there, but, contended
speakers at NYU and BLLA, upsetting the status quo is just as key for boutique
hoteliers. "We basically need to 're-disrupt' the industry," said Viceroy's Walshe.
How to do that? Go back to basics, said Ellen Brown, executive vice
president, Denihan Hospitality Group. "We do old-fashioned consumer
research, like focus groups, to figure out what guests want."
More and more hoteliers will likely follow the leads of companies like
Equinox Fitness in melding great stays with experiential elements such as a
health club or playing to guests' and locals' aspiration with amenities such
as selected W Hotels' recording studios. Other interlopers, like onefinestay
(recently bought by AccorHotels), will add a new spice to the mix.
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"Diversity is key-our industry is suffering from a surfeit of IWOGs (incredibly
white old guys)"-Stephen Joyce, ceo, Choice Hotels Intl.
"There's never been a recession caused by lack of supply"-Arne Sorenson,
ceo, Marriott Intl.
NEW FACES, NEW PLACES

Here's a rundown of the hottest new
hotels and flags launched during the
NYU conference.
* Hard Rock Intl. The company
announced the planned debut of its
first New York hotel (in partnership
with Extell Development). Set to open
in 2019 on 48th St. between Avenue
of the Americas and Seventh Avenue
in the area known as Music Row, the
445-key property will represent a
departure from the style of the Hard
Rock Cafe in Times Square, which
will continue to operate separately.
The memorabilia will be curated for
a luxury hotel experience rather than

C O U R T E S Y O F B O U T I Q U E & L I F E S T Y L E L O D G I N G A S S N. ( 3 ) ; C O U R T E S Y O F H A R D R O C K I N T L . (4 )

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Boutique Design - July/August 2016

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