There were a total of 24 new hotel brand launches in 2005 and 2006, which is the largest number of brand introductions in a two-year period since 1989, according to PricewaterhouseCoopers.
The new brand launches represented non-U.S. brands affiliating with hotels in the U.S., new concepts targeted at Gen-Xers and Millennials, independent brands, brands affiliated with established lodging companies and brands at many price levels.
"Accelerating demand, the increasing representation and influence of Gen-Xers and Millennials, globalization and the trend for major brands to offer a range of service and price levels -- all occurring at the same time that supply growth is accelerating -- is resulting in a record number of brand introductions," explains Bjorn Hanson, Ph.D., and principal in PricewaterhouseCoopers' Hospitality & Leisure practice.
The following tables summarize 2005 and 2006 brand introductions in the U.S.
2005 Brand IntroductionsLuxury- Capella (West Paces Hotel Group)
- Gansevoort (Gansevoort Hotel Group)
- Graves Hotels (Graves Hotels and Resorts)
- LXR Hotels (WHM, LLC)
- Montage (Preferred Hotel Group)
- Solis (West Paces Hotel Group)
- Taj Hotels (Taj Hotels & Resorts)
- Twelve Hotels (Novare Group)
Upscale- Alden Hotels (Alden Hotels)
- Aloft (Starwood Hotels & Resorts)
- Aqua Boutique Hotels (Aqua Hotels and Resorts)
- Nylo (Nylo Hotels)
All Suites / Extended Stay- Cambria Suites (Choice Hotels)
- Extended Stay Deluxe (HVM, LLC)
- Hyatt Place (Global Hyatt Corp.)
2006 Brand Introductions
Luxury- Waldorf=Astoria Collection (Hilton Hotels)
- Le Crillion (Starwood Capital)
- Blue (Taj Hotels & Resorts)
Upscale- Solage Hotels & Resorts (Auberge Resorts)
- James Hotels (Lifestyle Hospitality, LLC)
- Stay Social (LXR Luxury Resorts)
- Palomar (Kimpton Hotels)
All Suites / Extended Stay- Element (Starwood Hotels)
- CitiStay Hotels (CitiStay Hotels, LLC)
Source: PricewaterhouseCoopers LLP from various sources.
Among the brands introduced in the US in 2005 and 2006, ten brands were introduced by new companies, two brands were international brands new to the US lodging market and one was a brand extension. Further, four of the nine brands introduced in 2006 were primarily targeted towards the Gen X population.
