STAMFORD, CT—Starwood Hotels & Resorts Worldwide, Inc. plans to open 20 new hotels with its iconic Sheraton brand by year's end, company officials say. Much of this growth is driven by robust demand across the Asia-Pacific region. Starwood launched a Sheraton last month in Samoa and the brand will also enter Sri Lanka and Romania this year. And if all goes according to plan, the world will see the 500th Sheraton hotel open in 2016.
“This continued expansion follows our multi-billion dollar investment to enhance the brand over the past several years,” says Hoyt Harper, global brand leader for Sheraton Hotels & Resorts. “Sheraton has enjoyed phenomenal success with global travelers due to its dynamic brand-led programming and innovative social spaces that engage and inspire guests to connect with what matters most—no matter where they are in the world.”
In 2015, Sheraton will open more than one-third of its new hotels in Asia Pacific, with much of the demand emanating from China. Already that country's largest high-end hotel brand, Sheraton is growing in the primary, secondary and resorts markets. This year, for example, the brand will open its third hotel in Beijing, its fifth in Shanghai and debut in five new markets including Bengbu, Chuzhou, Zhanjiang and Harbin. Furthermore, Sheraton has even bigger plans for China, with another 33 hotels slated to open over the next four years.
“Sheraton holds firm in helping to widen Starwood's lead as the largest upper upscale and luxury hotel operator in Asia Pacific, including China, accounting for nearly 46% of the company's rooms in the region,” says Simon Turner, president of global development for Starwood. “Building on its 'first-mover' legacy, Sheraton has facilitated the development of meaningful, long-term relationships with owners and developers in mature and emerging markets not only in Asia Pacific, but in all corners of the world.”
Europe also plays an important role in Sheraton's expansion plans. Key openings this year include Sheraton Lake Como Hotel, the brand's eighth in Italy. The hotel will overlook Lake Como and offer a park-like setting near the historic city. Sheraton will also enter Romania this year with the opening of Sheraton Bucharest in a downtown location. In addition, the global hotel icon will expand its Croatian portfolio with the debut of Sheraton Dubrovnik Riviera, start another hotel in Russia, and open its second hotel in Istanbul and its first in Samsun.
Neither the Middle East nor Africa has been left out. Sheraton will open two hotels in the Middle East and has another six in the development pipeline. It plans to open Sheraton Dakar Hotel in 2016, the brand's first in Senegal, and five others in markets such as Mauritania, Rwanda and South Sudan.
In 2015, Sheraton will also continue its North American expansion by opening hotels in Mesa, AZ and McKinney, TX and breaking ground in Georgetown, TX. It also expects to open several conversions in North America within the year.
Finally, Sheraton plans to grow across Latin America. Sheraton Cartagena will soon open its doors, giving the brand a second hotel in Colombia and increase its Latin American portfolio to 37 hotels.
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Brian J. Rogal
Brian J. Rogal is a Chicago-based freelance writer with years of experience as an investigative reporter and editor, most notably at The Chicago Reporter, where he concentrated on housing issues. He also has written extensively on alternative energy and the payments card industry for national trade publications.
