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1 Hotels Update :: Barry Sternlicht Loves Word Play and Mind Games

September 29, 2008 at 4:41 PM | by | Comments (0)

We know how Barry Sternlicht loves to surprise and create puns and play around with words: he named W Hotels because it's the only letter of the alphabet with more than one syllable, and W's whole marketing is based around putting W's in their promotions and creating words based on W.

So we shouldn't have been too surprised when 1 Hotels updated their website to remove the Paris and Mammoth Mountain locations, but left the Seattle, NYC, Washington DC and Scottsdale locations and added a new page about One - even though we've heard numerous rumors about the brand being put on indefinite hold.

On this One page (uh, no pun intended) we found a very cryptic description:

Where can you seek assistance, advice, inspiration, solutions and total satisfaction? One is the answer. The singular service makes your life an effortless continuum of one exceptional experience after another. With an emphasis on luxurious convenience and a conspicuous absence of stress and strain, ONE confers a sense of lighthearted ease to its preferred guests.

Is this like W's Whatever/Whenever concierge service on steroids? Maybe. Maybe not - because the page also references "one gyms and spas, one golf, one shops and services, one art".

Could it be an extension of the 1 Hotel brand into gyms, spas, golf, and stores?

Ok, Starwood Capital: let us in on the secret here. Especially since we didn't expect to hear anything or see anything new about 1 Hotels for quite awhile now. We can deal with the wordplay, but the mind games are starting to wear us down...

Anyone have any ideas?

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