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The Return of Regent

October 30, 2006 By: Erin Sternthal Travel Agent

Luxury hotel brand seeks to double its portfolio

Last year, at the Condé Nast Traveler Reader Awards, Regent hosted a breakfast for travel agents with plans to unveil the company's rebranding efforts. Though 2005 was a bit premature to announce the change, at this year's breakfast, Mark Conroy, president of Regent, updated agents on the eight-month-old integration of the hotel and cruise line division, which had changed from Radisson Seven Seas to Regent Seven Seas.  An exterior view of the stunning Regent Shanghai

"We've got a well-known brand with a great
legacy," says Conroy, "and we have operational skills from both the
cruise line (which essentially is a complicated luxury hotel that floats and
moves) and the hotels."

According to John Cardona, vice president of hotel sales for
Regent, the chain will be extremely "agency-centric," building on its
solid relationships on the cruise side, which brings in 92.5 percent of
business from the retail community.

In addition, as part of Carlson Hotels Worldwide, Regent
Hotels & Resorts plans to join the company's "Look to Book"
travel agent incentive program (800-333-5600,
within the next 90 days. Agents who currently participate earn 10 points for
every $1 spent on Carlson branded hotel bookings. The program has more than
340,000 registered agents in 107 countries.

One of 500 guest rooms at the Regent Beijing, which opens next month

As for new development, Regent is embarking on an ambitious
expansion, with plans to double its portfolio. Currently, Regent has six hotels
in Berlin, Zagreb,
Shanghai, Singapore,
Kuala Lumpur and Taipei. According to Conroy, the brand will
add two hotels a year in each of the company's three theaters: Europe, the
Middle East and Africa, Asia and the Americas over the next three to
four years. Yet to compete with the other high-end hotel brands, Conroy
recognizes the need to be in certain cities, such as New
, Los Angeles, Tokyo,
London and Paris.

"There are two pipelines for the brand," says
Conroy. "We need to be in the major gateway cities and resort
destinations, such as the Caribbean, southern California
and Mexico."
Conroy hints that the brand is actively looking for a property in the Big Apple
that may even debut in 2009.

Yoga by the pool at the Regent Shanghai

Next month, the company plans to open the Regent Beijing,
marking the firm's second hotel opening in China in less than one year. The
500-room property will have five restaurants, a 10-treatment room spa, fitness
center, indoor swimming pools and upscale shops.

In the Americas,
the Regent South Beach
will debut late this year between Ocean
and Collins Avenue at 14th Street. In addition to balconies in
each of the 80 suites, highlights of the Regent South Beach include Table 8
South Beach restaurant by celebrity chef Govind Armstrong, personal assistant cell
phone service and Mercedes-Benz S550 sedan house cars.

Another Florida addition
for the brand is the Regent Bal Harbour,
which is set to open spring 2007. Guests staying at this 124-suite hotel can
walk to the Bal Harbour Shops, dine in the gourmet restaurant or indulge in the
10,000-square-foot spa managed by L'Institut de Guerlain. Every guest staying
in a suite will have their own private elevator.

In the fourth quarter of next year, Regent also plans to
open the Regent Boston at Battery Wharf Hotel & Residences, with a European
spa and health club, water shuttle service to Logan Airport, Charleston and the Seaport District.

Also look for Regent to add hotels in Bangkok,
Thailand; Ningbo,
China; Dubrovnik,
Croatia; and Dubai, United
Arab Emirates

The company is also taking over management of The Palms on Grace Bay Beach in the Turks and
Caicos in early 2007. The beachfront resort has 72 two-and three-bedroom suites
(that can be divided) with a balcony or terrace, a 25,000-square-foot spa and a
$1.8 million infinity pool.

The Regent Experience— the incorporation of the local
culture, a true sense of luxury, attention to detail and personalized
service—will be infused into the resort. For more information on Regent, visit

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