Hotelier Ian Schrager Prefers More 'Sophisticated' Name To His Own

ianschrager Hotelier Ian Schrager Prefers More 'Sophisticated' Name To His OwnSo much for "Schrager Hotels."

Contrary to a recent report by the New York Post, godfather of hip hotels Ian Schrager is not pulling a Donald Trump by naming his new chain of trendy inns after himself.

The brand will instead be called "Edition," according to an announcement Tuesday by Mr. Schrager and partner Bill Marriott.

“The name ‘Edition’ perfectly captures the essence of this brand,” Mr. Schrager said in a statement. “People today are sophisticated and demanding about quality and service, yet also expect a hotel to provide a unique environment and experience. We intend to make this type of lodging widely accessible and available for the first time in the major lodging destinations across the globe and to everybody around the world who wants it.”

The new hotels are planned for Paris, Madrid, Costa Rica, Miami, Washington, Chicago and Scottsdale, Ariz. — plus two in Los Angeles.