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Starwood’s Specialty Select segment signings up 89 per cent globally

Aloft Melbourne South Yarra High Res

Starwood has revealed its Specialty Select Brands – Aloft, Four Points and Element – are propelling the company’s global growth with 132 new hotels deals signed so far this year, up 89% from the same time last year.

The news comes as the company prepares to merge this week (Sep 23) with Marriott International.

Starwood Hotels and Resorts Worldwide’s President of Global Development, Simon Turner, said Element Hotels, Starwood’s extended stay eco-incubator brand, has signed 35 hotel deals year-to-date, more than doubling the number of signed hotels in all of 2015.

He also said Aloft Hotels, Starwood’s tech-forward powerhouse, has signed 52 hotel deals so far this year, while Four Points, Starwood’s second largest brand measured by number of hotels, has signed 45 hotels so far this year, nearly doubling its pace for the same period last year.

“Fueled by continued owner and developer interest in Starwood’s select service brands as well as enthusiasm for the benefits of the Marriott merger, Aloft, Element and Four Points continue to expand at a very encouraging rate, leading our global pipeline growth in 2016,” Turner said.

“In the third quarter this year, Aloft, Element and Four Points are expected to reach all-time high incremental annual global signing levels.”

Starwood's Simon Turner

Starwood’s Simon Turner

Starwood has opened 30 new hotels across its Aloft, Four Points and Element brands this year and is expected to open 14 more by December 31st, which would bring its total portfolio in the segment to well over 350 hotels worldwide. Starwood’s global pipeline leader Four Points crossed its 200th hotel milestone in 2015 and is on track to add another seven hotels globally by year’s end, propelled by the success of its approachable design, stylish comfort and flexible development options.

After topping 100 hotels worldwide in 2015, Aloft will open five more in 2016, fueled by its success with evolving global travellers who appreciate the brand’s distinctive design aesthetic and live music scene at the W XYZ Bar. Promoting a life in balance with its clean, modern design and innovative offerings, the smart and stylish, Element Hotels brand has opened two hotels so far this year with plans to add another two by year’s end.

“Starwood’s Aloft, Four Points and Element brands have both energized and redefined the Specialty Select Segment with their distinct brand personalities and innovative offerings, contributing to their phenomenal success in markets throughout North America and across the globe,” said Starwood’s Specialty Select Brands Senior Vice President, Brian McGuinness.

“Aloft, Four Points and Element are standouts in the market due to their widespread appeal among today’s global traveler, flexible development options and emphasis on style and affordability.”

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