US-based hotel and leisure company Starwood Hotels & Resorts Worldwide is planning to convert Conrad Chicago into the Luxury Collection brand.

The hotel, which is owned by DiamondRock Hospitality, will be located in 521 North Rush Street Chicago and offer guests with access to hi-end boutiques along the Magnificent Mile shopping district. It will have two entrances, with the second one offering direct access to The Shops at North Bridge in Chicago.

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The hotel has not been given an official name yet. Prior to opening, it will undergo renovation. It is located close to the Chicago Loop, Navy Pier, Millennium Park and several popular restaurants, night clubs and bars.

"The hotel, which is owned by DiamondRock Hospitality, will be located in 521 North Rush Street Chicago and offer guests with access to hi-end boutiques along the Magnificent Mile shopping district."

Starwood Hotels & Resorts Worldwide CEO Adam Aron said: "Starwood is keenly focused on accelerating the pace of our growth.

"Conversion opportunities, where we can bring existing hotel properties into the Starwood system, are a particularly compelling part of our strategy to expand the potential of our world-class brands."

Starwood Hotels & Resorts senior vice-president Allison Reid said: "The Luxury Collection continues to gain momentum in North America through strategic conversions and landmark renovations in top-tier cities like this one.

"Owners and developers are increasingly seeking out the Luxury Collection brand to reposition existing assets and quickly benefit from Starwood’s powerful systems and loyalty programme."

The Luxury Collection brand is growing rapidly with 95 hotels and resorts worldwide, out of which, 16 are located in North America.