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Birth Of A Hotel: The Rise Of UltraLuxury
What is ultraluxury or ultra-luxury, you ask? The guest he describes is one who used to stay in a suite or on a club level of a Ritz-Carlton or Four Seasons, and now opts for a smaller, more personalized guest experience.
What do they get? "Anything they want ... so long as it's legal, moral and ethical," Shulze says.
Examples of ultraluxury include hotel brands like Rosewood, Aman and Ritz-Carlton reserve as well as some select boutique properties. These hotels are typically quite small, often less than 100 rooms, and many have rates starting at well over $1,000 per night.
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