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HOUSTON-Valencia Group is launching its Hotel Sorella brand in the $500-million CityCentre at Town and Country. Construction is under way on 37 acres for the 245-key hotel while the locally based company eyes other major markets for the rollout.

A spokeswoman with Valencia Group says the Hotel Sorella will come on line at 800 W. Sam Houston Pkwy. North in second quarter 2009 in the 1.1-million-sf development at 800 W. Sam Houston Pkwy. North. Valencia will manage the hotel.

The spokeswoman says CityCentre was a logical first choice for Valencia to launch the brand because the mixed-use development is urban in concept. “Our slogan for these is ‘no taxi required,’” she says. She says the Houston hotel primarily targets business travelers because of its location in the Energy Corridor near oil and gas companies’ headquarters and regional offices.

However, the spokeswoman adds that amenities like a luxury pool adjacent to a Moroccan-style bar should appeal to leisure travelers. “We’re thinking the local area people will be drawn here because we really don’t have an independent hotel concept in Houston,” she explains.

Working with Houston-based Midway Cos. also was a reason why Valencia decided to launch Hotel Sorella at CityCentre. “They’re a first-class team and we’re targeting the same markets,” the spokeswoman explains.

The spokeswoman tells GlobeSt.com that there isn’t a specific number of Hotel Sorellas to be built. “We have negotiations on some projects that are in prime locations, primarily mixed-use development,” she says. According to the company’s website, a 249-room Hotel Sorella Park Lane is planned for the under-construction Park Lane development along Central Expressway in Dallas. The hotel is slated to open in 2010.

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