New hotel group B Hotels & Resorts unveiled its flagship Fort Lauderdale property September 23, ahead of its December opening date.

The company, which promises “fresh, innovative and unpretentious” hotels in the upper-upscale category, plans to open a series of hotels, resorts and boutique properties in the US and internationally over the coming years.

The first property on the Fort Lauderdale coast in Florida, which is set to start accepting reservations in October, offers 240 rooms and a range of signature services that will eventually be rolled out to all hotels and resorts, including “B Nourished,” “B Active,” “B Indulged,” “B Adventurous,” and “B Green.”

The company’s B Active trademark reveals potential plans for health club services, while its B Indulged brand could be used for a range of signature cosmetic products and toiletries.

B Hotels will compete against Starwood’s established global brand W Hotels, which also has a property in Fort Lauderdale.

It also shares a similar styling with LGBT chain G Worldwide, which hopes to open its first G Resort in Wilton Manors, a suburb of Fort Lauderdale, next year.

Fortunately, Sir Richard Branson’s Virgin group, which announced it would move into hotels this week, seems to have decided not to use a “V Hotels” moniker.

Source: AFPrelaxnews