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New boutique hotel chain aims for hip clientele.

Joining Starwood's Aloft and InterContinental's Indigo in the craze to make hotel chains hip is another boutique brand with a quirky name: NYLO. "Our guests drive Mini Coopers, fly JetBlue, and drink Starbucks," says CEO John Russell. "We're tapping into a certain lifestyle." Rooms have a loftlike aesthetic, but initially, the hotels will be in some rather surprising markets. The first NYLO property just opened in Plano, Tex.; the second one is set to open this summer in Warwick, R.I.

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