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NEW YORK CITY-Loews Hotels set forth a major development campaign for the chain as it opens the latest chapter in the company’s 60-year history. Loews Hotels will add 15 new properties to its portfolio during the next five years and outlined company-wide brand initiatives to further distinguish Loews in the upper-upscale category.

The firm conducted more than two years of market research with its customers, aimed at addressing everything from future property locations to new services and amenities. The result is a program to boost its inventory of Four Diamond and other properties while ensuring the quality of each asset.

“Taking care of our guests has always been our top priority,” says Loews president Jack Adler. “Their input has guided this process from day one and has been an invaluable resource in determining our direction.”

Loews Hotels’ top priority is to increase distribution. Target cities for the company’s expansion include San Francisco, Chicago, Boston, Atlanta, Seattle, Las Vegas, Toronto and Vancouver. Resort locations are also on the drawing board, including a 400-plus room resort in Lake Las Vegas. Slated to open in 2009, it will be Loews’ first property with a residential component, featuring 125 condo hotel units and 350 traditional guest rooms, 40,000 sf of meeting space and entertainment facilities.

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