Starwood Launches New Flagship Luxury Brand: Crillon

Starwood Capital Group today announced plans to launch a new international luxury brand called the Crillon through its Societe du Louvre affiliate. The company will develop European-style Crillon hotels and serviced residences in major destinations throughout the world.

The Crillon’s flagship is 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 favorite 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.

The Crillon brand will build on Paris’ Hotel de Crillon’s name recognition and reputation for impeccable service among discerning travellers internationally.  The hotel’s two-Michelin-star restaurant, Les Ambassadeurs, is considered one of France’s finest.  Starwood Capital plans to develop Crillon hotels on its own and to partner with other developers and owners and will target properties in the world’s most sophisticated cities, which may include London, Rome, Barcelona, New York, Los Angeles, Chicago, Las Vegas, Tokyo, Shanghai, Beijing, Hong Kong, Delhi, Mumbai, Dubai and Qatar. resort destinations may follow in one-of-a-kind locations in the Caribbean, the Far East and in ski markets like Starwood’s recently acquired Mammoth Mountain in California.  Starwood Capital is already working on sites in several of these cities with potential partners.  (PR Newswire)