The brand's target customer is aged 40-55, an ageing baby boomer

Now that isn’t a statement you see that often (appeared in today’s FT). Nope, it is not for some magical medical treatment made by Merck to help fund their $229 million damages fine and it has nothing to do with exotic financial services or any other type of services.

A certain Mr. Horst Schulze, former president and chief operating officer of Ritz-Carlton, has unveiled plans for Sols,a high-end hotel brand with global ambitions.

The brand's target customer is aged 40-55, an ageing baby boomer.

So far, six Sols properties are planned between now and 2008 for urban markets or resort towns in Atlanta, Orlando, San Antonio and Frankfurt, Germany. A 454-room Sols hotel will open in Chicago next year followed by a 277-room Spanish-style resort and spa near Phoenix in 2007.

Luxury, it would seem, is one of the best-performing segments in the hotel industry.

Mr Schulze says: "Today it's not enough to understand the market, now you have to respond to the individual." Absolutely, and no group of people more than his target market. Dick Stroud www.20plus30.com