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Number of New U.S. Hotel Brand Launches in 2005/2006
Reflects Largest Two-Year Total in 17 Years, 
PricewaterhouseCoopers Reports
NEW YORK, March 15, 2007 – According to PricewaterhouseCoopers, there were a total of 24 new hotel brand launches in the U.S. in 2005 and 2006, which is the largest number of brand introductions in a two-year period since 1989. 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.

2006 Brand Introductions
All Suites / Extended Stay
Waldorf=Astoria Collection
(Hilton Hotels)

Le Crillion
(Starwood Capital)

(Taj Hotels & Resorts)

Solage Hotels & Resorts
(Auberge Resorts)

James Hotels
(Lifestyle Hospitallity, LLC)

Stay Social
(LXR Luxury Resorts)

(Kimpton Hotels)

(Starwood Hotels)

Mid-Scale W/O Food & Bev

CitiStay Hotels
(CitiStay Hotels, LLC)

2005 Brand Introductions
All Suites / Extended Stay
(West Paces Hotel Group)

(Gansevoort Hotel Group)

Graves Hotels
(Graves Hotels Resorts)

LXR Hotels

(Preferred Hotel Group)

(West Paces Hotel Group)

Taj Hotels
(Taj Hotels & Resorts)

Twelve Hotels
(Novare Group)

Alden Hotels
(Alden Hotels)

(Starwood Hotels)

Aqua Boutique Hotels
(Aqua Boutique Hotels)

(NYLO Hotels)

Cambria Suites
(Choice Hotels)

Extended Stay Deluxe

Hyatt Place
(Global Hyatt Corp)

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. 

About PricewaterhouseCoopers 
PricewaterhouseCoopers ( provides industry-focused assurance, tax and advisory services to build public trust and enhance value for its clients and their stakeholders.  More than 140,000 people in 149 countries across our network share their thinking, experience and solutions to develop fresh perspectives and practical advice. “PricewaterhouseCoopers” refers to the network of member firms of PricewaterhouseCoopers International Limited, each of which is a separate and independent legal entity. 


Linda Baiamonte


Also See: Italian Fashion House Missoni Licenses Rezidor SAS Hospitality to Develop and Operate a Lifestyle Hotel Brand of the Same Name: Hotel Missoni / November 2005
Marriott Pursuing Development of the Renaissance ClubSport, a Sports/fitness and Lodging Concept - an Extension to the Renaissance Hotels & Resorts Brand / September 2005
Fashion Designer Giorgio Armani and Mohamed Ali Alabbar Sign 'Armani Hotels and Resorts' Agreement for International Collection of Luxury Hotels and Resorts / May 2005
Starwood to Debut New Brand to Compete Directly with Courtyard by Marriott and Hilton Garden Inn; The Design Work for the Yet to Be Named Brand Being Done by Same Team that Created W Hotels / June 2005
Intercontinental Hotels Group Embarks on Seventh Brand; The Hotel Indigo (TM) Brand Created Primarily for Conversions / April 2004
Rezidor SAS Creates New Brand - Cerruti; Plans to Appeal to the 'Thirty-something' Market / Mar 2003


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