12 December 2022, etc.venues Monument, London
Business Travel Show Europe, presented by The BTN
21 November, London Hilton Metropole
STARWOOD CAPITAL, although closely associated, not to be confused with the Starwood international hotel group whose product names includes St Regis, Sheraton and now Le Meridian, is to launch a new international luxury brand called the Crillon through its Societe du Louvre affiliate. The company plans to develop European-style Crillon hotels and serviced residences in major destinations throughout the world. Flagship property will be the Hotel de Crillon in Paris, located on Place de la Concorde and one of only six Palace hotels (six-star) in that city. Housed in a historic building commissioned in 1758 by Louis XV, the 147-room de Crillon is considered a true Paris institution and has been a favourite of luminaries, including heads of state and celebrities, since it opened as a hotel in 1909. Starwood Capital expects that the Crillon Paris will undergo continuing upgrades in the near future. A US company based in Greenwich (Conneticut), it plans to develop Crillon hotels on its own and to partner with other developers targeting city properties worldwide. It says it is working on several of these cities with potential partners.