News for the Hospitality Executive
Starwood's Specialty Select Brands (Aloft, Element, and
Four Points by Sheraton)
Awaken a Category that Wasn’t Necessarily Known for Originality
CHICAGO - June 17, 2010 - From the AAHOA Lodging Conference in Chicago, Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today announced that the opening of Aloft Winchester in Winchester, Virginia earlier this month marked the opening of Starwood’s 200th select-service property worldwide, contributing to a growth trajectory for the group of 56 percent in the last three years.
Starwood’s select-service brands include Aloft, Element, and Four Points by Sheraton, whose distinct personalities have proved to be hits with travelers and Starwood partners alike. With 1,000 Starwood properties now open in nearly 100 countries, Starwood’s select-service brands are a significant part of that momentum.
“Along with the fact that we have three great brands, our select-service brands have connected with both travelers and partners because they offer precisely the right products and experiences at the right time,” said Simon Turner, President of Global Development for Starwood. “With the appetite for these brands growing in some of the most important emerging markets, the future looks very bright for Aloft, Element, and Four Points.”
In 2009, Starwood created a dedicated Specialty Select Brand group to optimize support for franchise owners and hotels. A separate unit remains fully dedicated to Starwood’s Full Service franchise hotels, including Le Meridien, The Luxury Collection, Sheraton and Westin.
“With Aloft’s forward design sensibility, Element’s eco-chic positioning, and the timeless, stylish comfort of Four Points, we’ve awakened a category that wasn’t necessarily known for originality,” said Brian McGuinness, Starwood’s Senior Vice President, Specialty Select Brands. “We continually hear from guests and partners that we’ve brought something truly fresh into select service, and that’s been key to the global success of these brands.”
• Aloft, the sizzling, tech-savvy brand that has rocked the U.S. hospitality industry, will debut in Europe and India this year, with three Indian properties planned for 2010 alone. Aimed at the next generation of traveler, the design-led, social-experience Aloft brand has enjoyed the fastest ramp-up of any brand in hotel history.About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1000 properties in nearly 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched Aloft®, and Element SM. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwoodhotels.com.
(Note: This press release contains forward-looking statements within the meaning of federal securities regulations. Forward-looking statements are not guarantees of future performance or events and involve risks and uncertainties and other factors that may cause actual results or events to differ materially from those anticipated at the time the forward-looking statements are made. These risks and uncertainties are presented in detail in our filings with the Securities and Exchange Commission. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be attained or that results and events will not materially differ. We undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.). The names of actual companies and products mentioned herein may be the trademarks of their respective owners.
Starwood Hotels & Resorts
|Also See:||aloft Brand Expected to Reinvent the Select Service Market; Out: Traditional Furniture and Polyester Comforters on the Bed. In: Custom Furniture and Duvets on the Bed / July 2008|
|Starwood Targeting the Select-Service Hotel Category with a New Brand - aloft; Wants 500 Properties by 2012 / September 2005|