Hot on the heels of “premium budget” hotel chains like Andaz and Aloft, the new B Hotels & Resorts aims to help high-class travelers realize the decidedly middle class pursuit of “self expression.” The B opening in Fort Lauderdale is pretty ambitious, especially considering there’s already a one-letter hotel in town: W. But the newly launched brand is going straight for the jetset jugular. According to the press release, the brand is slated to “B” not just upscale but “upper-upscale,” which is sort of confusing considering room rates will start at $129, more or less the same price for a room at the Holiday Inn Fort Lauderdale, and that the name basically implies second-rate. Either way, it caught our attention.
B Resort is slated to open mid-December right on Sunrise Boulevard and A1A. It will have 240 curve rooms and suites, all with ocean views. Not sure about the “curve,” but I’m guessing the rooms will lack angles? B will also have tons of “B” signatures like B Indulged, the spa suite; B’Stro, lunch; B Active, the fitness Center, and B In Touch wireless internet. We’d like to think guests will never, ever forget what hotel they’re staying at.