Aloft, Starwood’s sizzling “style at a steal” brand, continues conquering markets wherever it plants a flag. This year, the brand will open its milestone 50 th property in North America and 75 th globally – and is on track to open nearly three times as many rooms this year as in 2012. Over the past three years, Aloft has grown its global portfolio by 67%, and expects to expand by another 25% in 2013. Aloft also signed eight deals in North America and an additional 17 globally during 2012 – the highest number since 2008. Conversions and adaptive-reuse projects continue helping Aloft meet demand from partners and developers to bring more properties online quicker. Conversions opening in 2013 include Aloft Tucson and Aloft Calgary University. Aloft opened two conversion projects in 2012: Aloft San Francisco Airport, its first internal conversion, and Aloft Nashville West End.
Element, Starwood’s industry-leading “stylish and sustainable” brand, has built a base of fiercely loyal fans and will open its first property outside the U.S. this year with Element Vaughan Southeast in Ontario, Canada, to be followed by the debut of the brand in Europe in 2014.
Upper Upscale and Luxury Brands Enjoy Strong Position and Sustained Growth
Starwood’s stronger-than-ever upper-upscale brands, Le Méridien, Westin and Sheraton, will also see sustained North America expansion in 2013. After significant brand investment and transformation, Le Méridien is experiencing strong growth momentum, with eight new hotel openings globally slated for 2013. Conversions continue to serve as a growth opportunity for Le Méridien, with recent conversion hotels having opened in Mexico City and Arlington, Virginia.
Westin, whose singular positioning around wellness continues powering global growth, will open four hotels in 2013 in the U.S.: The Westin Birmingham, The Westin San Jose, The Westin Sacramento, and The Westin Houston Downtown – the 4
Westin in that city. And Sheraton, one of the hotel industry’s most revered brands and Starwood’s largest brand in North America, boasts its strongest portfolio in its history. In 2012, Sheraton announced that the brand will enter the Dominican Republic in 2014 with the Sheraton Santo Domingo and the brand will also debut this year at Pittsburgh Airport. The company also recently announced that a new boutique hotel affiliated with the Sheraton brand will be developed adjacent to Wrigley Field, home of the Chicago Cubs.
Starwood continues to have, and build on, one of the strongest North America luxury portfolios in the industry with its St. Regis, The Luxury Collection, and W Hotels brands. In 2012, the company signed The St. Anthony, A Luxury Collection Hotel, San Antonio – an external conversion set to open in 2014 as the second Luxury Collection property in Texas. With 85 hotels in nearly 30 countries, The Luxury Collection remains Starwood’s largest luxury brand, and with its appeal to independent hotel owners it continues to grow, increasing its global footprint by 70% since 2007. Starwood also celebrated the landmark opening of The St. Regis Bal Harbour Resort in 2012. W Hotels and its ownership groups have invested more than $100 million in updating the North American W portfolio, including the recent completion of renovations at W New Orleans – French Quarter, W San Diego, W Seattle, W San Francisco, and W New York – Union Square.