Starwood’s Specialty Select Brand Group Shows Growth and Expansion
PHOENIX—The mid-market Specialty Select Brand group of Starwood Hotels & Resorts Worldwide, Inc. is forecasting fast-paced global growth from the 18th annual Lodging Conference in Phoenix, Arizona. READER COMMENTS
Starwood’s select-service portfolio, which includes Aloft, Element, and Four Points by Sheraton, is expected to open its milestone 250th hotel in early 2013, with 10 more hotels scheduled to open over the next four months. In North America alone, Starwood will bring its Specialty Select group to more than 170 hotels by the end of the year will reach a milestone 175 hotels in January of 2013. Starwood’s mid-market portfolio has grown over 50 percent since Q1 of 2009 reflecting its worldwide appeal.
“Aloft, Element, and Four Points continue to exceed expectations of our guests and our partners, and demand for the brands worldwide reflects their appeal,” said Simon Turner, president of global development for Starwood. “All three Specialty Select brands enjoy loyal and growing fan bases, and continue to attract broad new segments of global travelers. And for developers in a huge range of markets, the popularity and positioning of the brands, combined with flexible development options and cost efficient operating models, make them highly sought after.”
Aloft: To keep up with growing global demand, Aloft is embracing existing hotel conversions and adaptive reuse projects. Aloft’s first two conversions, Aloft San Francisco Airport, and Aloft Nashville West End opened in September. Conversions or adaptive-reuse projects are also underway in Tucson, Tulsa, Orlando, Miami, and Detroit, ramping up a new channel for global growth. The brand recently unveiled a global pipeline expected to bring the brand to 80 hotels around the world in 2013, with expanded footprints across China, India, and the Americas.
Element: Element will have hotels in eleven North American markets by the end of 2013. Starwood’s eco-wise brand will make its international debut in 2013 with a new Element hotel in Vaughan Mills, Ontario. New Jersey will get its second Element hotel in 2014 with Element Harrison. Element’s first hotel outside North America, Element Frankfurt, will also open in 2014.
Four Points by Sheraton: Four Points boasts Starwood’s second-largest pipeline, including 20 new hotels around the world planned over the next 12 months – including the milestone opening of its 175th property. The brand already manages 16 hotels in China, with another 5 poised to open by the end of next year, primarily in fast-growing secondary and tertiary markets. Over the next year, Four Points will also debut in around the world, from Lima, Peru to Kecskemet, Hungary to Medina, Saudi Arabia. With the scheduled openings, Four Points will command a presence in 32 countries and territories, up from 28 at the end of 2011.