NEW YORK As previously predicted by HOTEL BUSINESS., the JW Marriott New York Hotel has officially reverted back to its original name the Rihga Royal just months after Marriott took over management of the property and rebranded it.
Earlier this year, Thayer Lodging Group purchased the 504-room hotel for $193 million and enlisted Marriott to operate the well-known luxury property. The Rihga Royal has historically been a solid, four-star performer in the luxury sector, which Thayer picked up for approximately $380,000 per room. A $10 million renovation of the property began immediately following its purchase. Accordingly, the decision was made to add the hotel to Marriott s JW brand.
However, it seems that when the hotel shed its Rihga name, much of its elite clientele left with it. Insiders said that the hotel lost its luster in the eyes of some celebrities who were previously “regulars” at the property once it decided to fly the JW Marriott flag. It is believed that bringing back the Rihga name will draw back some of the hotel s “regular” clients, many of whom work in the entertainment industry. (5/22/01) Kelly Wayne