speaking of st regis branding, context of bentley partnership >
[bentley:] 2010 operating loss grew by 26% to €245 million
2011, St. Regis joined Bentley in extraordinary partnership
Bentley Suite at The St. Regis New York [owned by starwood] launched 2012
second suite opening in the vibrant St. Regis Istanbul
2016 third suite at The St. Regis Dubai in Al Habtoor City
https://en.wikipedia.org/wiki/St._Regis_New_York
expand from hotel to brand has logic and can be great
st regis & waldorf astoria may be only brands like above
ritz carlton (and mandarin oriental) was 2 hotels not 1