Half
of the new Sheraton
hotels will open in China, lengthening
Starwood’s lead as the largest upper-upscale global hotel operator
in Asia Pacific. Sheraton is also picking up momentum in several
other emerging markets including Latin America, the Middle East and
Turkey.
“Sheraton
is anticipating record-breaking growth, putting us on track to open
our 500th hotel in 2015. The majority of our new hotel development is
taking place in the world’s fast-growing economies, while in North
America, Sheraton remains one of the most sought-after brands for
conversion opportunities,” said Hoyt Harper, Global Brand Leader
forSheraton Hotels & Resorts. “Our portfolio is stronger
than ever following our highly successful brand-wide revitalization
and multi-billion dollar investment to enhance the Sheraton brand
over the past several years.”
One
of Every Two New Sheratons will Open in China
Sheraton
is slated to open 15 new
hotels across China over the next 12
months, moving it closer to its target of 80 properties in this vast
market by the end of 2015. One of the more notable openings this year
is Sheraton Huzhou Hot Spring Resort, which boasts an innovative
ring-shaped structure designed by leading-edge architect Ma Yansong.
“The
Sheraton growth trajectory in China has been nothing short of
remarkable. For the fourth year in a row, Sheraton will open
approximately half of its new hotels in China and demand
continues to grow especially in second and third tier cities,” said
Harper. “We are also proud to add Sheraton Huzhou Hot Spring Resort
to our growing portfolio of architecturally unique hotels in Asia
Pacific.”
Global
Powerhouse Expands Footprint in Diverse Emerging Markets
In addition to
the flurry of new hotel openings in China, Sheraton is also growing
its portfolio in other fast-growing markets within Asia Pacific. New
openings this year will include Sheraton New Caledonia Bourail Resort
and Spa in New Caledonia and Sheraton
Chandigarh Hotel in India.
“Sheraton
is renowned as a global hospitality icon and the brand's early entry
into markets around the world is continuing to pave the way for
future growth not only for Sheraton, but also for Starwood's other
eight sought-after brands," said Simon Turner, President of
Global Development for Starwood. "The quality of the Sheraton
hotel portfolio
and pipeline is the strongest it has ever been and we look forward to
ongoing expansion in both emerging and developed markets."
The
brand’s portfolio in Africa and the Middle East will expand
over the next 12 months with the addition of
four new hotels including the fourth Sheraton in Saudi
Arabia– Sheraton Medina Hotel, Sheraton Dubai Mall of Emirates and
the first in Tajikistan – Sheraton Dushanbe Hotel. Sheraton will
also open two new hotels
in Turkey, Europe’s fastest-growing market, in
the cities of Adana and Bursa.
Robust
Growth in the Americas
One
of the most promising growth markets for Sheraton is Latin America,
which boasts several of the world’s fastest growing economies. This
year’s openings will include Sheraton Tucuman Hotel – the brand’s
ninth hotel in Argentina. Sheraton is also increasing its footprint
in Brazil as the country ramps up infrastructure development ahead of
the 2014 FIFA World Cup and 2016 Summer Olympics. Following the
opening of Sheraton Vitória in 2012, the brand will open Sheraton da
Bahia Hotel in Salvador this year and Sheraton Reserva do Paiva Hotel
& Convention Center, which is located 30 minutes from Recife, in
early 2014.
Sheraton
continues to capture conversion opportunities in cities across North
America. Over the next 12 months, Sheraton will re-brand
hotels in a number of key cities throughout the U.S.
