wellnessfitpro 
Boutique hotels were the ultimate rebels. The lobbies were scenes. The staff dressed better than you.
They tore out boring front desks, the cookie-cutter rooms, and banned the scripted hellos. Barry Sternlicht took it further with W Hotels — proving the model could be big business.
Now the suits have come for the concept — except now they call it “lifestyle.” Marriott cut a deal to buy CitizenM. Hilton grabbed Graduate Hotels and a stake in NoMad. Hyatt acquired Standard International and Me and All. IHG picked up Ruby. Accor is exploring a spin-off of Ennismore — potentially the biggest pure-play lifestyle hospitality IPO ever.
Between them, the five largest hotel companies now run about 40 lifestyle brands, north of 2,000 properties, and roughly 350,000 rooms.
They’ve brought spreadsheets, loyalty programs, and operating manuals. For now, they’ve scaled up the revenue, while keeping the high price points and fat
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