Starwood Hotels & Resorts Worldwide plans to open 50 new hotels in Europe, Middle East and Africa (Emea) by 2012, the New-York-based hospitality group said yesterday at the International Hotel Investment Forum in Berlin.
With the recent opening of the Sheraton Bratislava Hotel – along with 13 additional hotels slated to open this year, Starwood said its Emea region is "firmly on track" to reach the goal.
Fuelling Starwood's growth in the region is the group's largest and most global hotel brand, Sheraton, with $1 billion (Dh3.6bn) investment earmarked in new hotels. Starwood said last month that it would be opening 49 new Sheraton hotels in 15 countries over the next three years, as the hotel operator seeks to boost its international presence.
"With more than 240 hotels in 55 countries in Emea, we currently have a large enough footprint to enjoy the benefits of being an established and leading hotel operator in the most highly sought-after markets," Simon Turner, Starwood's President of Global Development, said in a statement.
Roeland Vos, President, Starwood Hotels & Resorts, Emea, added: "By working with our development partners to make landmark entries into new destinations we will be well positioned to own the upswing as we see signs of recovery." Furthermore, Starwood's other brands that made a foray into the Middle East market include Aloft, W and The Luxury Collection. The Luxury Collection made its debut in the region with the conversion of the Grosvenor House Hotel in Dubai early this year. And the 408-room Aloft Abu Dhabi opened its doors in the region last year.
Starwood Hotels & Resorts Worldwide comprises 992 properties in nearly 100 countries. And with a portfolio of 400 hotels in 75 countries, Sheraton Hotels & Resorts last year completed a three-year revitalisation programme with the global brand overhaul encompassing an investment of more than $6 billion in new hotels, renovations and signature brand initiatives.
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