Early last spring, I was looking into the faces of 45 bored students, giving my 4 minute business plan pitch for a trendy, green hotel concept geared specifically for young professionals ages 20-40. I had it all laid out: kiosk integration for mundane tasks, high customer service, green shuttle service, LEED certified hotel construction interior and exterior, teamwork style cleaning, paperless everything, free internet, slightly smaller rooms with mega-style, modern art + photographs, etc. People were like, "I don’t know if that will work." "What’s wrong with the Hilton or La Quinta." Well, it looks like my instincts were right: Starwood Capital Group announced plans to launch a new brand, "1" Hotel and Residences, as a luxury, eco-friendly global hotel brand. The first hotels will be in Seattle (late 2008), Mammoth Lakes, Scottsdale, and Fort Lauderdale (in order of opening).
Let’s face it, the entire industry will head this direction because hotels are levered to the cost of energy in two ways: (1) people travel less as transportation energy costs rise and (2) hotel’s profit margin is squeezed by the energy costs of running a building. Up until now, most hotels haven’t really attacked this problem by looking at the entirety of the situation: by building green hotel buildings! So trend-setting hoteliers like Starwood are going to make money because they are operationally smart. I’m excited about this green development. After the initial locations, "1" will expand to New York, Los Angeles, + Washington D.C., soon thereafter.
The hotels will be LEED certified in and out. Natural Resources Defense Council (NRDC) will act as environmental advisor for the brand. Each "1" location will donate 1% of its revenues to local environmental organizations. The first four hotels, and most of the hotels, will be new construction, but Paris will be a renovation. "1" emphasizes air and light, offering a fresh, invigorating, and alternative way to travel. Inundated with the "richness, beauty and variety of colors, textures and materials," guests and residents (sounds like a multi-use platform) may not realize the myriad of ways that their building is stepping lightly on the earth.
++Starwood Plans Green Hotels [South Florida Business Journal]
++Starwood + Sternlicht Unveil Groundbreaking ‘1’ Hotel Concept [Press Release]
++Starwood Capital Group [Official Website]