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New brand’s flagship to open in Florida
B Hotels & Resorts, a new hotel brand, will soon open its first locale. The brand's flagship, a 240-key locale in Fort Lauderdale, Fla., that will be known as the B Ocean, is slated to open in December.
Backers of the new upper-upscale flag unveiled the concept at the just-concluded Lodging Conference in Phoenix. “B is a fresh, innovative and unpretentious class of hotels in the upper-upscale category that welcome today's travelers by igniting a genuine emotional connection to the brand," said Christopher Tompkins, the brand's corporate vice president and brand marketing executive.
B Hotels & Resorts is led by president and ceo Ayelet Weinstein, a real estate developer who has been involved with hospitality, mixed-use and residential projects, and Tompkins, who has worked on the corporate and property levels for such companies as Carlson, Hilton and Hard Rock. Those executives say the B brand will offer an alternative for the conversion of existing flagged and independent hotels. With three property designations – hotel, resort and boutique—the company plans to target urban and resort destinations in the United States and the Caribbean.
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