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Starwood's Element Brand to Debut in Europe with the
133-key Element Frankfurt Airport in Germany

Set to Open in 2014 through an Agreement with Bari Gruppe GmbH & Co. KG


FRANKFURT, Germany--Sep. 18, 2012-- Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) has signed an agreement with Bari Gruppe GmbH & Co. KG to open a new-build Element hotel at Gateway Gardens, Frankfurt`s new city district near the airport. Scheduled to open in 2014, Element Frankfurt Airport marks the much-anticipated European debut of the trailblazing eco-wise brand. The hotel will be located in a newly developed business district at the doorstep of Europe's third busiest air travel hub, near the global headquarters of companies such as Lufthansa, Condor and DB Schenker.

Launched in 2008, Element has made history as the only major hotel brand to mandate that all properties pursue LEED (Leadership in Energy and Environmental Design) for high-performance buildings. More than just a "green" hotel brand, however, Element is designed to provide the balance that business and leisure travelers need to thrive on the road.

"We are proud to partner with Bari Gruppe as we debut the first Element hotel in Europe," said Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa & Middle East. "We see great opportunities to grow the Element brand in markets such as Germany, where there is a strong demand for affordable and innovative hotel brands. The signing of Element Frankfurt Airport underlines Starwood's continued commitment to expanding our portfolio globally and particularly in Europe."

Marco Bari, Bari Gruppe GmbH & Co. KG added, "This is the beginning of what we anticipate will be a long-term relationship with Starwood as we introduce Element Hotels to Europe and establish it as the continent's most eco- and guest-friendly extended-stay brand."

In keeping with the tenets of the Element brand, Element Frankfurt Airport's 133 light-filled studios and one-bedroom suites will be stylish, sustainable and designed for comfort. Each will feature a fluid design of modular furniture, swiveling flat-screen televisions, large desks with open shelving and custom-designed closets. Bathrooms will be spa-inspired, with an invigorating rain shower and dual-flush toilet. Rooms will also feature fully equipped kitchens and the signature Heavenly® Bed.

Other brand signatures will include a state-of-the-art, 24-hour fitness center - and a meeting room with modular furnishings, a flexible layout and state-of-the-art technology that can be customized to meet any business or social needs. In addition, Element Frankfurt Airport will offer a signature restaurant and espresso bar.

"In the years to come, we plan to expand Element throughout Europe with development partners, like Bari Gruppe, who are as committed as Starwood to innovation and sustainability in the hotel industry," said Bart Carnahan, Senior Vice President Acquisitions & Development, Starwood Hotels & Resorts, Europe, Africa & Middle East.

Starwood Hotels & Resorts currently operates 25 hotels and resorts throughout Germany under five of its nine distinct and compelling brands. Element Frankfurt Airport will be Starwood's fifth hotel in Frankfurt, joining Le Méridien Parkhotel Frankfurt, The Westin Grand Frankfurt, Sheraton Frankfurt Congress Hotel and the Sheraton Frankfurt Airport Hotel & Conference Center.

About Element Hotels
Accessible, affordable and active, Element Hotels is made to order for guests in the know and on the go. Its bright, contemporary design defies convention, bathing guest rooms and public spaces in natural light. Stylish and sustainable throughout, Element offers comfort with a conscience and lots of signature amenities from complimentary healthy breakfast, RELAX evening reception and spacious fitness centers.

To date, there are Element hotels in 10 U.S. markets, with new domestic and international hotels in development.
Visit http://www.ElementHotels.com or connect on Facebook.com/ElementHotels .

About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1,112 properties in nearly 100 countries and 154,000 employees at its owned and managed properties. Starwood 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, Aloft®, and ElementSM. The Company boasts one of the industry's leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit http://www.starwoodhotels.com .

About Bari Gruppe
Bari Gruppe GmbH & Co. KG is a Munich based company specialized in development, leasing and operating mid and upscale branded hotels in Germany and other European countries. As of August 2012, other subsidiaries and operating companies in the group are D Hotel Konzept GmbHD Food Konzept GmbH. For more information, please write to info@barigruppe.de.

(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.)

Contact:

Middleton & Gendron, Inc.
Ali Berger
212-284-9942
aberger@mg-pr.com
or
Jamie Donovan
212-980-9194
jdonovan@mg-pr.com
 

 
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Also See: Starwood Hotels to Open the 138-room Element Harrison in Greater Newark, New Jersey in Summer 2014; Owned and Developed by Harrison Hotel 1, an Entity of Ironstate Holdings, and Managed by Crescent Hotels & Resorts / April 2012

Despite Euro-Zone Crisis, Starwood Sees Increased Demand for Growth and Plans to Open 25 New Hotels in Europe Within Four Years; Recent Growth in Luxury Room Count Seems to Defy Global Economic Climate / March 2012

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