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High-end hotel chain reaching for the (six) stars

Remember Horst Schulze, formerly of Ritz-Carlton fame? Well, according to the Wall Street Journal, he doesn't think even that high-end chain's standards are the ultimate--he's looking to start up of six-star hotel chain with properties in places like Austria, Mexico, Ireland, Southern Italy and Atlanta. They'll feature things like personal butlers and private swimming pools, and are intended to compete with ooh-la-la hotels like the Setai hotel in Miami and the Burj Al Arab in Dubai, United Arab Emirates.

Sounds good to me--and probably to incentive planners with very high-end qualifiers.

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