LIFESTYLE + HOTEL GROUPis a hotel company unlike any other. Having formed an alliance with Time, Inc. the two companies will create a series of Lifestyle Hotel Brands that capture and embrace the desires, the needs, the interests of a particular lifestyle group, whether a Coastal Living follower or a Sport Illustrated sports fan or a Food & Wine foodie. Each hotel will embody the style of that particular brand and immerse each hotel guest in a living lifestyle theater where they get to actively participate in the essence and spirit of the brand's culture.TIME INC.The 35 lifestyle media brands of Time Inc. touch one of every two adults in the United States every day.The branding power of the lifestyle media outlets of Time, Inc. bring a very unique advantage to the Lifestyle + Hotel Group that is beyond the reach of the lifestyle brands promoted by traditional hotel brands. Unlike the complimentary membership to hotel loyalty programs the audiences of these Time Inc. brands subscribe to these uniquely themed magazines and media outlets. They, by their single act of paying to be part of one of these brands, create a very specific and loyal market whose database that can be used to attract potential hotel consumers who have self quantified their preferences, their passions and what is important to them as an individual.