Fort Lauderdale, FL – May 22, 2012 – With a successful first year in business under its belt – including B Ocean Fort Lauderdale and the highly-anticipated debut of B South Beach – B Hotels & Resorts® is on the move.  The company announced today the launch of its new ‘b2 hotel™’ concept, bringing the chic approachability of B Hotels & Resorts® to travelers seeking a value-oriented experience.

Headquartered in South Florida, b2 hotel™ will tout the signature elements of its sister B brand, including select B Signature elements catering to the value-oriented traveler.  Where B properties compete with four-star hotels in key destinations, b2 properties will compete with three- and three-and-a-half star hotels in a more diverse roster of urban and suburban markets nationwide.

“b2 hotel is about offering all that the industry and consumers love about B, but at a more affordable price point and streamlined operational and staffing model, benefiting guests and owners,” said Ayelet Weinstein, CEO of B Hotels & Resorts®. “b2 allows us to offer ownership groups access to B’s guest experience of self-expression hospitality, without compromising the brand’s product consistency and marketing integrity.”

The b2 hotel brand will revolutionize the traditional operations concept of select-service hotels, offering value-oriented travelers access to full-service amenities, dining concepts, spa and wellness programs and more. Consistent among all b2 hotel properties, guests will find the following B Signatures:

• B Social™ – As a brand focused on people, communal seating, tables and gathering spaces are a standard in b2 hotels.
• B in Touch™ – B In Touch™ Amenities include complimentary iPad rentals, digital concierge touchscreens and more. All B and b2 properties offer FreeB® WiFi, complimentary high-speed internet throughout all public spaces and guestrooms.
• B Ambiance™ – Sound, lighting and scent speak to the subliminal mind and have definitive mood-altering effects on how guests interact at B and b2 properties.
• B Nourished™ – Food and beverage offerings will include a signature restaurant concept, bar, in-room dining and banquet services.
• B Indulged® – Spa suites offering massages treatments in an inviting, tranquil environment.
• B Active® – As part of the Well B-ing program, each b2 hotel will offer a fitness center where guests can exercise and re-energize.
• B Adventurous™ – Excursions and event offerings will be developed specifically for leisure guests who want to explore and discover all that each destination has to offer.
• B Sensitive™ – b2 hotels will implement green initiatives and sustainable alternatives during the renovation process and the long-term operations.

“The b2 hotel brand will cater to a wide variety of business and leisure travelers, including today’s social networking generation, through its offerings of upscale, designer accommodations, warm and approachable culture, service and amenities,” said Chris Tompkins, Senior Vice President of Marketing and Brand Programs.

The first b2 location is expected to be announced in the coming weeks.

For more information, visit www.BHotelsandResorts.com.