Behind the Brand

Chicago, United States

The Gwen, a Luxury Collection Hotel, Michigan Avenue Chicago

The Luxury Collection · Marriott International

Who runs this hotel?

Three different companies can sit behind one hotel. How this works

OperatorThe company responsible for the hotel's day-to-day operations — hiring and training staff, service, food and beverage, housekeeping and revenue management. It can be different from both the owner and the brand.
HEI Hotels & Resorts

Not the brand company — The Luxury Collection supplies the name; HEI Hotels & Resorts runs the hotel.

BrandThe name on the door. The brand company sets standards and supplies the reservation system and loyalty programme — but it does not always run the hotel itself.
The Luxury Collection · Marriott International
OwnerThe company that owns the building as a real-estate asset. Owners are often property developers, REITs or investment funds, and they may have no role in daily operations.
DiamondRock Hospitality
Management model
Third-party operated by HEI Hotels & Resorts
VerifiedLast checked 2026-08-13· Operator officialView evidence
  • OperatorOperator official

    HEI Hotels & Resorts is explicitly identified for this property in the cited Tier 1 source.

    heihotels.comretrieved 2026-08-13

  • Owner

    Cited as the source for the owner of this hotel: DiamondRock Hospitality.

    heihotels.comretrieved 2026-08-09

More hotels operated by HEI Hotels & Resorts

Same brand. Different people running it.

The Luxury Collection hotels side by side — the operator column is where they differ.

Compare all The Luxury Collection hotels →