Starwood Hotels & Resorts has unveiled plans to
open 50 new hotels in Europe over the next five years, increasing
its European hotel portfolio by 30%.
This year, Starwood will open
nine new hotels across the continent, primarily in fast-growing
markets, a key focus of Starwood's long-term development strategy
At the same time, Starwood and its partners are making
significant investments to restore and enhance some of the company's most iconic European hotels.
to be home to many of the world's most sought-after destinations
and to attract travellers from markets around the globe," said
Simon Turner, President of Global Development for Starwood. "There
is strong demand for all of our brands on the continent and, after
years of tight supply, we are seeing great deal signing momentum
in Europe both in established and rapidly growing markets."
Starwood has added 25 new hotels to its European portfolio of now
163 hotels in 32 countries. This year alone, the company will open
9 new hotels in established as well as fast-growing markets
such as Russia, the Commonwealth of Independent States (CIS) and
Turkey. Highlights include:
- Three new Starwood hotels in
Turkey, including the debut of the Sheraton brand in Adana,
Turkey's culturally-charged commercial and agricultural centre as
well as the entry of the Sheraton and Aloft brands in Bursa,
Turkey's fastest growing city. Starwood is rapidly expanding its
footprint in the country with four new hotels opening within a
two-year period, including last year's debut of Le Méridien
Istanbul Etiler. With that, Starwood will operate 10 hotels in
five Turkish cities: Istanbul, Ankara, Cesme, Bursa and Adana.
- Starwood's third hotel in Moscow with the opening of the
Sheraton Moscow Sheremetyevo Airport Hotel, part of the Skypoint
Business Park located 800 metres from the country's busiest
airport. In the next four years, Starwood will nearly quadruple
its portfolio in Russia and the CIS with 11 new hotels in Moscow,
St. Petersburg, Rostov-on-Don, Perm, Kaluga, and Krasnodar in
Russia, as well as in Kiev, Ukraine and Ismayilli, Azerbaijan.
- Building on Starwood's first-mover advantage, the entry into
Tajikistan with the opening of a new Sheraton hotel in the country's capital city of Dushanbe, followed by the launch of a
Sheraton hotel in the emerging city of Aktobe in
the first internationally-branded hotel in Kecskemet, Hungary with
the opening of the Four Points by Sheraton Kecskemet Hotel &
- The addition of the celebrated King
George hotel in Athens to Starwood's Luxury Collection portfolio,
marking the brand's eighth hotel in Greece. This represents the
largest concentration of Luxury Collection hotels in any European
- W Hotels' first ever ski retreat with the
highly-anticipated opening of W Verbier and The Residences at W
Verbier, marking the debut of the W brand in Switzerland when it
opens in December. Starwood opened five W hotels in Europe since
2008 in some of the world's most exciting and vibrant
destinations, including London, Barcelona, St. Petersburg,
Istanbul and most recently Paris. Next year, W Hotels will debut
in Italy's fashion capital with the new W Milan.
Carnahan, Senior Vice President Acquisition & Development,
Starwood Hotels & Resorts, Europe, Africa & Middle East, said, "In
an effort to maintain our rapid growth momentum throughout Europe,
we have strengthened our development team with dedicated resources
in the UK, Germany, Italy, France, Russia, Poland and Turkey,
underscoring our commitment to Europe as a key travel and tourism
As the company continues to expand its portfolio throughout
Europe, Starwood is also focused on enhancing its existing portfolio of iconic European luxury hotels.
Along with its owner
partners, Starwood is investing more than $200 million to renovate
and restore its Luxury Collection hotels, bringing these heritage
properties into the 21st century, while preserving the authentic
elegance and distinct personality valued by today's luxury
Last year, Starwood re-opened two illustrious
hotels in Spain following meticulous multi-million dollar
restorations: Hotel Alfonso XIII in Seville and Hotel Maria
Cristina in San Sebastian.
Just last month, the world-famous Gritti Palace in Venice was re-introduced after a careful
restoration, to be followed by the legendary Hotel Prince de Galles in Paris, which will re-open its doors in May.
part of Starwood's strategy to strengthen our Luxury Collection
brand portfolio, together with our partners, we are making major
investments to renovate and restore some of our most iconic
hotels," said Roeland Vos, President, Starwood Hotels &
Resorts, Europe, Africa and Middle East. "At the same time, we see
a large landscape of independent luxury hotels looking for a
strong brand and the ability to tap into Starwood's powerful
systems, so we expect some well-established conversion
opportunities in key European cities this year."
continues to grow its Luxury Collection portfolio through flagship
conversions in major European capitals, including the recent
conversions of Metropol Palace in Belgrade (Serbia), Hotel Bristol
in Warsaw (Poland) and Hotel King George in Athens (Greece).
mid-market portfolio has grown over 60% worldwide since 2009,
reflecting the global appeal of each of these brands.
Europe, Starwood's mid-market brands make up approximately half of
its pipeline, and by 2015 the company will have nearly doubled its
current mid-market portfolio in the region through a mix of
franchise and management contracts.
Strong demand is coming from
markets like the UK/Ireland, Benelux, Italy, France, Russia,
Poland, Turkey as well as Germany, where Starwood will open four
new mid-market hotels by 2015. This includes the European debut of
the Element brand with Element Frankfurt Airport Hotel, a Four
Points by Sheraton hotel at Berlin Brandenburg International
Airport as well as the entry of the Aloft brand into Germany with
the openings of Aloft Munich and Aloft Stuttgart.
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