Starwood Hotels and Resorts continues global expansion with focus on the Middle East

From the Arabian Hospitality Investment Conference (AHIC) in Dubai, Starwood Hotels and Resorts Worldwide, Inc. today announces it will operate all nine of its world-class brands in the Middle East by 2013, including St. Regis, The Luxury Collection, W, Westin, Le Méridien, Sheraton, Four Points by Sheraton, Aloft, and Element. Focused on opening the right properties in the right places with the right partners, Starwood remains on-track to expand its Middle Eastern portfolio by 40% by the end of 2015.

“Starwood is established as the sector leader in the Middle East. We currently have a footprint of 50 hotels across the region and a pipeline of 20 more due to open in the next five years.  In addition, the Middle East will soon be the first region outside of North America to offer all nine of Starwood’s brands, which illustrates just how integral this market is to our growth strategy,” said Roeland Vos, President of Starwood Hotels & Resorts, Europe, Africa & Middle East (EAME).

Underlining Starwood’s commitment to the Middle East region, the hotel group today also announced plans to debut the design-led W Hotels brand in the UAE with the signing of W Abu Dhabi, which is set to open in 2013. W Abu Dhabi will be the second W in the Middle East following W Doha, which opened in mid-2009. Located on the waterfront of Al Bateen Wharf, W Abu Dhabi will be part of a multi-component development, including high-end retail stores, restaurants and residences, with stunning views over the marina and the open sea. Starwood also has plans to open W Hotels in further high-profile destinations such as Amman and Marrakech and continues to expand globally in vibrant cities including London, Paris and Hong Kong.

Starwood’s existing portfolio of compelling brands in the Middle East is led by best-in-class Le Méridien, Westin and Sheraton hotels.  The enhancement of the Sheraton brand continues to be a focus for Starwood with an investment of $1.5 billion committed to opening new Sheraton hotels and renovating existing Sheraton properties in the EAME region by 2012.  Flagship properties, including the Sheraton Oman, which is set to re-open later this year, are being revitalised to maintain the brand’s leading position in the Middle East.

In addition to the expansion of existing brands, Starwood will continue to debut new brands in the region. Just last year, Starwood introduced its mid-market brand Aloft to the Middle East with the opening of Aloft Abu Dhabi.  Featuring loft-like guest rooms, a buzzing bar and industrial design elements throughout, Aloft delivers modern design and an energetic guest experience at an affordable price point. Following the success of this innovative new hotel brand, Starwood has already announced plans to open a further Aloft Hotel in Riyadh in 2013.

As the demand for mid-market hotels continues to increase, Starwood will also introduce our environmentally-friendly brand, Element Hotels to the Middle East in 2012 with the opening of Element Abu Dhabi. Element, is an economically responsible LEED-certified hotel concept delivering an environmentally conscious hotel experience without compromising on comfort.

“Starwood has always been at the forefront of innovation in the hospitality industry,” comments Neil George, Vice President Acquisitions & Development for Africa and the Middle East. “From W Hotels bringing fashion, music and design to the hotel experience to shaking up the mid-market category with the introduction of Aloft, we will continue to launch exciting new hotel concepts in the Middle East.”

Consistent with Starwood’s market-leading position, the majority of development in the Middle East region remains in the luxury and upper upscale segment. Starwood has already signed deals to open five new hotels in the Middle East under its luxurious St. Regis brand over the next three years – one in Bahrain, Doha and Dubai and two hotels in Abu Dhabi. St. Regis Hotels & Resorts are known for delivering unrivaled luxury, bespoke service and refined elegance at the best addresses in the world. Furthermore, earlier this year, Starwood’s renowned Luxury Collection brand made its debut in the Middle East with the conversion of the iconic Grosvenor House Hotel in Dubai.

As Starwood expands its footprint in the Middle East, the company will continue to provide new career opportunities in the region. Guido de Wilde, Vice President, Regional Director, Middle East comments: “As we open new hotels we will create employment opportunities for the economy at a time when the world needs them most. A major focus for our Middle East expansion will be hiring talent from local markets to give people the opportunity to reach their full potential and to grow in this dynamic industry”.