Starwood Hotels & Resorts Worldwide, an American hotel and leisure company, is planning to expand its European hotel portfolio by nearly 40% with the opening of more than 60 new hotels by 2020.
In 2014, Starwood Hotels will open nine new hotels in Turkey, Russia and the Commonwealth of Independent States.
The company has also announced the signing of a deal to open the Sheraton Istanbul Atasehir Hotel, its seventh Sheraton property in Turkey, in 2014.
Sheraton Istanbul Atasehir will have 160 guest rooms and will offer extensive meeting and event space as well as an all-day dining restaurant, a lobby bar, the signature Sheraton Shine Spa with five treatment rooms and an outdoor swimming pool.
The company said that the new hotel will reinforce the global growth of the Sheraton brand as it remains on track to open its 500th hotel.
Starwood plans to expand its portfolio in Turkey by opening an additional four properties in the country, including The St. Regis Istanbul later in 2014, followed by Four Points by Sheraton Istanbul and two new Sheraton hotels in Samsun and Istanbul.
At present, Starwood Hotels operates ten hotels in Turkey under five of its nine lifestyle brands.
Starwood Hotels signed 12 new hotel management and franchise agreements in 2013 in Europe, maintaining the company’s 2007 deal signing pace.
In 2013, the company launched seven hotels in Europe, adding approximately 1,200 rooms in five countries.
Starwood Hotels is also maintaining strong growth momentum in Russia and the CIS countries where it hopes to triple its portfolio over the next three years, with 12 new hotels.
The new openings include Aloft and The Luxury Collection in Ukraine, the company’s entrance into Tajikistan and Kazakhstan, plus seven additional hotels in Russia – in Moscow and St. Petersburg as well as secondary and tertiary cities, including Kaluga, Perm, Krasnodar and Rostov-on-Don.
The company has launched three new mid-market hotels in Germany, including an Element brand property at Frankfurt Airport.
According to Starwood Hotels, Aloft is seeing marked growth in Europe with plans to enter new markets such as Liverpool, Munich, Stuttgart, St. Petersburg, Kiev and Amsterdam.
Starwood Hotels is in advanced discussions for more than 12 new mid-market hotel deals across Europe and is particularly focused on expanding these mid-market brands – Four Points by Sheraton, Aloft Hotels and Element – with multi-unit owner partners under franchise hotel contracts in markets such as Germany, Scandinavia and the UK.
Currently, the company has five new luxury hotels under development in Europe, including W Hotels in Amsterdam, Milan and Tel Aviv, The St. Regis Istanbul and the addition of Hotel Bristol, a Luxury Collection Hotel in Odessa (Ukraine).
Starwood is in advanced discussions for five additional luxury hotels in Europe.
Starwood Hotels global development president Simon Turner noted that the company is seeing rising demand for development in both established and rapidly growing markets across Europe.
"The surge in infrastructure development in markets such as Turkey and Russia and the success of our mid-market brands across the continent have created favourable conditions for the expansion of all of our brands across Europe over the next several years," Turner added.
Image: The St. Regis Istanbul in Turkey. Photo courtesy of BusinessWire/ Starwood Hotels & Resorts Worldwide, Inc.