Boutique hotels were the ultimate rebels. Barry Sternlicht took it further with W Hotels — proving the model could be big business. Now the suits have come for the concept — except now they call it “lifestyle.” Marriott cut a deal to buy CitizenM. Accor is exploring a spin-off of Ennismore — potentially the biggest pure-play lifestyle hospitality IPO ever. Between them, the five largest hotel companies now run about 40 lifestyle brands, north of 2,000 properties, and roughly 350,000 rooms.