With Mr. Schrager dressed coolly in a black Nehru shirt and blazer, and Mr. Marriott buttoned-down in a gray suit and tie, the men played down their differences and announced plans to create a new brand of boutique hotel. Also known as lifestyle hotels, boutiques are distinctive for their innovative, individualized and intimate designs, and “destination” bars that lure travelers and locals alike. Mr. Schrager popularized the concept in the early 1980s.
“Ian is going to be developing a new experience for people looking for more than just a bed, and breakfast,” Mr. Marriott proclaimed.