Luxury hotels are widening their scope of the ideal customer -- not all are super wealthy, but many professionals on the road want a higher-end hotel experience. "We raised the concept here of the mega traveler, and the idea that it's not just the wealthy and the super wealthy who are traveling and staying in high-end and luxury hotels; it's, in fact, many professionals who are spending 50, 100, 150 days a year on the road," said Starwood CEO Frits van Paasschen, who says luxury is more about comfort than formality.

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