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GEM Hotels Gets Their Very Own Website

Where: New York, ny, United States

GEM Hotels — that fun little offshoot of Choice Hotels’ Ascend Collection, with three boutique NYC hotels — recently launched their very own brand platform, complete with a shiny new website. Who says we never bring you exciting news?

First, the website. Pervasive elevator music aside — with a different tune for each hotel, eep! — the site has clean design and is easy to navigate, which, really, is all that matters. Beyond the looping pillow fight on the home page, the overall aesthetic is a little generic though, which doesn’t bode well for its memorability, especially for a hotel that was apparently “born out of necessity in 2007,” according to the website, “to provide excellent hospitality service in an unpretentious, accessible and sustainable manner.”

But! Via the website we did learn that GEM Union Square is coming in 2011, which we will definitely be tracking. Also worth noting: GEM Hotels are incorporating a few unique brand hallmarks, in addition to their legendary amenities. We already told you they’re searching for local rockstars to showcase via lobby playlist, but they’re also taking their name quite seriously with the GEMstone program — a collection of small rocks each engraved with a “word reflective of the brand” (from “relax” to “GEMtastic”). Guests who want their sheets laundered can plop a GEMstone on their pillow instead of scratching a note on paper. A little forced, sure, but it’s still a nice touch.

Sizzling Summer rates are discounted 15 percent and start as low as $135.