Several u.s.-based brands, some new and others well established, have unveiled plans or are seriously considering the notion of expanding in Europe, the Middle East and Asia. The newly merged Hilton is finally taking its Doubletree and Hilton Garden Inn brands across the Atlantic, Starwood marketed its new aloft and extended-stay ELEMENT brands at the Hotel Investment Conference Asia Pacific, Hyatt wants to take its new Hyatt Place brand to the Middle East and Europe, and Wyndham has continued global aspirations for its reinvigorated concept. The US$64,000 question is will it work? Can these lifestyle products adapt and have legs?
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