True enough. I suppose IC is claiming that it's sort of in between "luxury" hotels and upscale chain brands like JW Marriott, Westin, Conrad, which I don't really find credible. (St. Regis is really the best of both worlds, and their significant expansion in recent years makes them a very compelling brand, in my opinion. Ditto for Ritz-Carlton, now that they have joined Marriott Rewards.)

But I guess they're doing OK. Customers can take it or leave it.