Loews to launch lifestyle hotel collection in January 2015

George Sell George Sell Uploaded 19 October 2014

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US: Loews Hotels & Resorts has announced plans to launch the OE Collection, a managed group of luxury lifestyle hotels.

US: Loews Hotels & Resorts has announced plans to launch the OE Collection, a managed group of luxury lifestyle hotels.

"OE" stands for Original Experiences, according to Loews CEO Paul Whetsell, who said: "It's a logical extension of our brand. It's not a license or franchise - we will be the operator. It's a strict management vehicle versus traditional Loews hotels, which are typically developed through acquisitions and joint ventures."

"In major markets we think it gives us a vehicle to broaden our reach. In New York City, for example, we have the Loews Regency and could have a lifestyle hotel in the market, too," he added.

Independent owners who sign up will keep their names and flags with "OE Collection" acting as a sub-brand. They will have full access to all of Loews programmes and its distribution systems.

Whetsell added "It's an interesting play. Five or six years ago we had Kimpton, Morgans and W. Now Hilton and Best Western are coming into the space, which is a reflection of what the consumer is looking for today."

www.loewshotels.com

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