Starwood Hotels and Resorts Worldwide has revealed at this year’s International Hotel Investment Forum (IHIF) in Berlin, Germany, its Sheraton brand is continuing to power ahead across the globe with at least 20 new hotel openings expected by year’s end.
Driving that is new markets, with Sheraton set to enter Sri Lanka and Romania this year, building upon the momentum of its 2014 debut in Tajikistan and last month’s launch in Samoa.
Strong demand across Asia Pacific is driving future pipeline growth, putting Sheraton on track to cross the 500th hotel milestone in 2016.
“Boasting the largest and most global portfolio of all of Starwood’s brands, Sheraton expects to open more than 50 hotels and enter another 14 countries by the end of 2018,” said Sheraton Hotels and Resorts’ Global Brand Leader, Hoyt Harper.
“This continued expansion follows our multi-billion dollar investment to enhance the brand over the past several years.
“Sheraton has enjoyed phenomenal success with global travelers due to its dynamic brand-led programming and innovative social spaces that engage and inspire guests to connect with what matters most—no matter where they are in the world.”
Sheraton will open more than one-third of its new hotels in Asia Pacific in 2015, driven by accelerating demand across China.
Already the largest high-end hotel brand in China, Sheraton is growing in primary cities, as well as in China’s secondary and resorts markets.
This year, Sheraton will open its third hotel in Beijing, its fifth in Shanghai and debut in five new markets including Bengbu, Chuzhou, Zhanjiang and Harbin.
Meanwhile, the brand’s development pipeline in China continues to swell, with another 33 hotels slated to open over the next four years.
Sheraton will expand its footprint in India with the debut of Sheraton Hyderabad Hotel in 2016, and another two hotels in development.
The brand will also enter Sri Lanka with the opening of Sheraton Colombo Hotel in 2016 and will open its second hotel in Samoa this year.
“Sheraton holds firm in helping to widen Starwood’s lead as the largest upper upscale and luxury hotel operator in Asia Pacific, including China, accounting for nearly 46% of the company’s rooms in the region,” said Starwood’s President of Global Development, Simon Turner.
“Building on its ‘first-mover’ legacy, Sheraton has facilitated the development of meaningful, long-term relationships with owners and developers in mature and emerging markets not only in Asia Pacific, but in all corners of the world, paving the way for the further development of all of Starwood’s high-caliber brands.”
Sheraton is extending its reach in Europe with several debuts in sought-after destinations. Key openings this year include Sheraton Lake Como Hotel, the brand’s eighth in Italy. Sheraton will also enter Romania this year with the opening of Sheraton Bucharest, a strategic conversion in an ideal downtown location.
In addition, the global hotel icon will expand its portfolio in Croatia with the debut of Sheraton Dubrovnik Riviera, add one more hotel in Russia, and grow its portfolio in Turkey with the opening of its second hotel in Istanbul and its first in Samsun, which celebrated its soft launch early in the year.
Two openings in the Middle East will amplify the Sheraton brand’s presence in the region, where it has another five in the development pipeline. Meanwhile, the brand’s portfolio in the United Arab Emirates will increase to seven hotels by year’s end with the opening of Sheraton Sharjah Beach Resort and Spa.
In Africa, Sheraton Dakar Hotel is slated to open in 2016, marking the brand’s debut in Senegal.
Another five Sheraton hotels are in development across in Africa in markets such as Mauritania, Rwanda and South Sudan.
Sheraton Hotels keeps boasting Starwood’s largest development pipeline. In 2015, the brand will open two new hotels in North America—Mesa, AZ and McKinney, TX—and break ground in Georgetown, TX.
Moreover, several conversions are expected to be signed and opened in North America within the year.
Sheraton is well positioned for sustained, high-quality growth across Latin America, as well.
The upcoming opening of Sheraton Cartagena will give the brand a second hotel in Colombia and increase its total portfolio in Latin America to 37 hotels. In 2016, the brand will return to Bolivia with the opening of Sheraton Santa Cruz.
Last year, Sheraton opened its sixth hotel in Brazil—Sheraton Reserva do Paiva Hotel and Convention Center and returned to the Dominican Republic with the opening of Sheraton Santo Domingo Hotel.
HM flew to Berlin with British Airways. BA flies to Berlin via London and the author recommends flying in Club World (Business Class), which features flat-bed seats, hundreds of hours’ entertainment on demand, a great selection of wine and some of the best meals in the sky. For bookings, visit www.ba.com