Last updated: 02:19 PM ET, Mon May 11 2015

Conrad Chicago To Be Rebranded Under The Luxury Collection

Hotel & Resort | Starwood Hotels and Resorts | Ryan Rudnansky | May 11, 2015

Conrad Chicago To Be Rebranded Under The Luxury Collection

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Starwood Hotels & Resorts Worldwide, Inc. announced today that Conrad Chicago will be rebranded under The Luxury Collection brand.

Following renovation, the former Hilton property will transition to Starwood management under a new name this fall, featuring luxury and personalized service with direct access to upscale boutiques along the Magnificent Mile shopping district.

“Starwood is keenly focused on accelerating the pace of our growth,” said Adam Aaron, CEO of Starwood Hotels & Resorts, via a release. “Conversion opportunities, where we can bring existing hotel properties into the Starwood system, are a particularly compelling part of our strategy to expand the potential of our world-class brands.”

“We are delighted to debut The Luxury Collection in Chicago in this ideal location downtown location, as we continue to seek out opportunities to grow the brand in premium markets around the world,” added Hoyt H. Harper II, global brand leader of The Luxury Collection Hotels & Resorts. “This hotel will deliver impeccable service and modern sophistication to the new generation of luxury travelers near the Windy City’s best shopping, dining and attractions.”

Located at 521 North Rush St., the hotel features a second entrance to the Magnificent Mile shopping district on Michigan Avenue, and offers direct access to The Shops at North Bridge. Attractions such as the Chicago Loop, Navy Pier, Millennium Park, Field Museum, Shedd Aquarium, Art Institute of Chicago and Wrigley Field are nearby, as well as an assortment of fine restaurants, nightclubs and bars.

“The Luxury Collection continues to gain momentum in North America through strategic conversions and landmark renovations in top-tier cities like this one,” said Allison Reid, senior vice president of North America Development for Starwood Hotels & Resorts. “Owners and developers are increasingly seeking out The Luxury Collection brand to reposition existing assets and quickly benefit from Starwood’s powerful systems and loyalty program.”

Starwood announced in late April that it would “explore a full range of strategic and financial alternatives to increase shareholder value” after its first quarter results. Hilton, as well as Marriott, Wyndham and IHG, have been noted as potential buyers of the company. It isn’t clear yet whether Hilton will indeed buy the company. Hilton President and CEO Chris Nassetta recently said that Hilton doesn’t need to buy Starwood, but it’s not out of the question, either.

The Luxury Collection, which originated in 1906 under the CIGA European brand, now features 95 hotels and resorts around the world, including 16 in North America. Sunset Key, a string of 30 luxury cottages off the coast of Key West, was recently converted to the brand.

The Palace Hotel in San Francisco and the St. Anthony Hotel in San Antonio were also recently renovated by The Luxury Collection.

For more information on Starwood Hotels and Resorts, Chicago

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