Business

From the International Hotel Investment Forum (IHIF) in Berlin, Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today revealed its ongoing expansion in Europe with a record 18 organic hotel openings in 2015 and over 30 hotels currently under development and expected to open in the next 5 years. Looking ahead, Starwood is launching the Tribute Portfolio brand in France, diversifying its brand footprint in Italy and broadening its mid-market brand names in the United Kingdom, The Netherlands, Russia and Turkey.

In 2015, Starwood further enhanced its lead in the luxury section with openings including The St. Regis Istanbul and W Amsterdam, in addition to 4 The Luxury Collection hotels in locations such as Prague, Bodrum and Bratislava. Starwood presented its brand-new Tribute Portfolio brand, a collection of outstanding independent hotels, to Europe with the Great Northern Hotel in London.

"Our strong growth in Europe contributed in Starwood's record-breaking growth in 2015 as we continue to focus on high-quality portfolio growth in desirable and strategic locations," stated Simon Turner, President of Global Development for Starwood Hotels & Resorts Worldwide, Inc. "Our development forecast for Europe is more powerful than ever with over 30 hotels set to open across our 10 unique lifestyle brand names by 2020.".

"We maintained a steady deal rate in 2015 with conversions driving nearly 40 percent of brand-new hotel signings across Europe, showing strong owner interest in our design-led brand names and confidence in Starwood's effective worldwide systems," said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. "We are on track to open near to 10 hotels in Europe this year, presenting our unique brands to more brand-new markets, and continue to deal with our partners on further investments in our existing Sheraton and Le Mridien hotels.".

2016 Opening Highlights in Europe:.

Following the W brand's lauded entry into The Netherlands with W Amsterdam, the hotel will reveal its 2nd structure with 66 rooms, complementing the existing 172 spaces. On track to reach over 75 W Hotels internationally by 2020, the brand just recently revealed the finalizing for a W hotel in Madrid which will open in 2018.

In the upper upscale segment, Tribute Portfolio makes a double launching in France in March with Le Metropolitan and Le Dokhan's, both situated in the upmarket 16th Arrondissement of Paris, within simple reach of landmarks such as the Eiffel Tower and Avenue des Champs-Elyses.

The Westin brand has an exciting year ahead with 2 openings in Europe: The Westin Hamburg, which will offer breath-taking water views from atop the brand-new Elbe Philharmonic Hall on the banks of the river Elbe, and The Westin La Quinta Golf & Spa Resort, a conversion in the famous sun-drenched Golf Valley near Marbella.

Together with its hotel owners, Starwood remains to grow and revitalize Le Mridien brand's European portfolio. Turning point tasks this year consist of: The contemporary way of life brand will re-enter Italy by the end of this year with Le Mridien Visconti Rome, which is located in the Prati district near the Vatican, following a conversion and substantial renovation. In addition, this year, the brand will finish the remodelling of its first and flagship property, Le Mridien Etoile in Paris, alongside the transformation of lobby areas in Le Mridien hotels in Vienna and Hamburg into dynamic 'Le Mridien Hubs.'.

Starwood's largest and most famous brand name Sheraton remains on track to include 150 brand-new Sheraton hotels around the globe by 2020. Echoing the company's conversion strategy, recent examples include Sheraton Cascais Resort, which became Starwood's third Sheraton hotel in Portugal when it joined the brand name last month, and Sheraton Donnafugata in Sicily, which will welcome guests starting in May. As part of the Sheraton 2020 plan to solidify Sheraton as a leading international hotel brand of choice, Sheraton Park Lane in London, Sheraton Berlin Grand Hotel Esplanade and Sheraton Paris Airport Hotel & Conference Centre will reveal smart, intuitive and forward-looking design when remodellings are completed later on this year.

Aloft, Element and Four Points have re-energized the mid-market area and developed an extraordinary level of buzz in the advancement neighborhood as they broaden throughout Europe. Keeping track of the rising trend of visitors seeking eco-conscious options, Element Hotels introduced its whole-living, sustainable lifestyle to The Netherlands previously this year with the opening of Element Amsterdam in the vibrant Buitenveldert business hub. Known for its real service, stylish convenience and versatile choices for developers, Four Points by Sheraton boasts Starwood's fastest growing pipeline internationally. Following its effective entry into Turkey last year, the brand will expand its footprint in the nation over the next four years with new finalizings in Atasehir and Kagithane districts in Istanbul and the coastal city of Izmir. Aloft continues to present its enthusiasm for live music, vibrant design and development throughout Europe, most recently revealing the Aloft Brighton, which will be the brand's 4th hotel in the United Kingdom when it opens next year.

• Tags
• #Business
• #Magazine
• #Lifestyle