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Ritz Carlton tries to break free of its cookie-cutter design with new brand

Excerpt from Forbes

Feb 07, 2013 10:45 am

Skift Take

When luxury travelers go looking for authentic and original travel experiences, Rtiz-Carlton and its “every hotel looks like a Boston legal office” look is low on the list. Can this tiger change its stripes?

— Samantha Shankman

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Ritz Carlton

The entrance to the Spa Botánico at Dorado Beach, a Ritz Carlton reserve in Puerto Rico. Ritz Carlton


Ritz-Carlton is one of the best-known luxury hospitality brands in the world, and has many loyal fans. But if there is one knock the company gets in deluxe travel circles, it is for being “too cookie cutter.”

Ritz-Carlton Reserve could change all that.

… “The Reserve is for travelers seeking to discover a singular location and peerless resort that, through its design and services, has a distinctive personality that blends together the culture, history and heritage of its setting.”

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