Hotels in Europe: 25 innovations from Starwood

Hotels in Europe: 25 innovations from Starwood
Hotels in Europe: 25 innovations from Starwood

It seems that European hotel market still have growth potential, which is evidenced by the plans of one of the largest hotel operators on the planet - Starwood Hotels & Resorts. The company announced its intention to open in the Old World 25 new hotels in the next 4 years.

For Starwood 2012 can be regarded as the start of new expansion. Thus, the company has already presented two hotels in the European market: W hotel in Paris and one of the Le Méridien brand hotels in Istanbul. Both hotels offer their services in the first-class price segment.

Starwood also intends to develop its hotel network not in the EU, but in Asia. Here will be opened most of the 80 new Starwood hotels in 2012.

As for Europe, the company intends to focus on the eastern markets. Among the Starwood area of interest are hotels in Russia, Ukraine and Turkey. Thus, in the first two countries the company intends to double its portfolio by 2014. Starwood premiers are expected in Rostov-on-Don, Moscow, Perm and Kiev.

In Turkey Starwood is going to actively use the continuing tourist boom. After the opening of the new Le Méridien Istanbul Etiler in Istanbul the company does not intend to stop and is preparing to open four new hotels in Turkey in the next 3 years.

In Western Europe Starwood Hotels & Resorts intends to focus on promoting "piece" brands, which include W brand. The last opening of W Paris Opera Hotel was the fifth hotel of the famous designer brand in Europe. Earlier the company introduced its W hotels in Barcelona, London, Istanbul and St Petersburg. The company plans to open W hotels in Milan and Swiss ski resort of Verbier in the next two years.

To date Starwood Hotels & Resorts is one of the fastest growing luxury hotel companies. Over the past four years Starwood room stock rose by 75%.

Ilya Kalachev

Date: 21/03/2012

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