DEVELOPMENT
TREEHOUSE ,
TULIP RESIDENCE
RISING UP
TWO FLEDGLING BRANDS TRY TO CASH-IN ON EMERGING TRENDS SURROUNDING SUSTAINABILITY AND EXTENDED STAYS .
by JEFF WEINSTEIN , EDITOR IN CHIEF The lobby , café at Tulip Residences
Trying to further cash-in on sustainability and extended-stay trends are SH Hotels & Resorts , an affiliate of global private investment firm Starwood Capital Group led by Chairman and CEO Barry Sternlicht , and Louvre Hotels , which is expanding its hybrid experience built on the themes of co-living , co-working and well-being .
In early May , SH Hotels & Resorts announced it will open a Treehouse Hotel in Manchester , the brand ’ s second UK location , in 2023 . Earlier in March , it also announced the planned 2023 opening of Treehouse hotel in Miami , the brand ’ s first location in the U . S .
The 216-room Treehouse Hotel Manchester in the U . K ., owned by a controlled affiliate of Starwood Capital Group , is being developed in partnership with Property Alliance Group and will mark the first phase of a £ 200m redevelopment of the former Renaissance Hotel on Deansgate .
The 62-story , 191-room Miami hotel will be located in JDS Development Group ’ s 1 Southside Park . It will be filled with repurposed materials and found objects , like reclaimed flooring , wood beams and warm , mismatched lighting . Inspired by deep ties to the Miami River , the interiors are expected to feel much like a welcoming boathouse .
“ Downtown Miami , Brickell is the perfect place for a Treehouse . Like its London counterpart , Treehouse Brickell will be as much a destination for travelers as a local hangout , and will introduce a new kind of thoughtful , fun and imaginative hospitality experience to the area ,” Sternlicht said .
LOUVRE ’ S APARTHOTEL Louvre Hotels Group , a subsidiary of Chinese giant Jin Jiang International Holdings Co ., will open its first two aparthotel Tulip Residences this summer at Joinville-le-Pont , France , and Warsaw , Poland . Louvre said it plans to open some 30 Tulip Residences over the next five years across Europe , mainly in city centers and near major transport hubs .
At the request of its shareholder , Jin Jiang , Louvre will adapt Tulip Residences for the Chinese market . A pilot hotel is scheduled for the end of 2021 with the ambition of signing 25 new establishments by 2022 in the largest Chinese metropolises .
Overall , Louvre anticipates 60 % of the growth will come via franchise , 20 % in management and 20 % in lease .
44 hotelsmag . com May / June 2021