The stars are shining brightly for Starwood Hotels & Resorts. The company opened its 900th hotel this month and revealed that its active pipeline includes 500 hotels totaling 120,000 rooms.
Shortly after that revelation, Starwood announced plans for two upgrades to its Sheraton brand. The company said it is making more than 300 Sheraton and Four Points by Sheraton hotels throughout the United States, Caribbean, and Canada smoke-free by year end. That healthy upgrade comes on the heels of a brand-wide improvement of Sheraton's in-room amenities.
Starwood expects to add 80 to 100 hotels to its portfolio this year; up by more than 50 percent from the number it opened in 2007. In North America, Starwood plans to open 50 hotels, and it will boost its Asia-Pacific portfolio by more than 70 percent during 2008. In Europe, the Middle East, and Africa, more than 10 new hotels will open this year and close to 50 by 2012.
"Our lifestyle brands and innovations have struck a chord with the hotel development community," said Raymond Gallein, president of Starwood's global development group. "In 2008,we expect healthy expansion, as our established upper-upscale and luxury brands expand
in markets where we are currently under-penetrated, while our newest select-service brands, such as aloft and Element, gain traction."
Meanwhile, about 8,000 Sheraton and Four Points guest rooms are undergoing an extensive cleaning to become smoke-free; the hotels will also institute the policy in public areas. The move follows a smoking ban instituted across Starwood's Westin chain in 2006, which was the first such effort.
"We are committed to the health and quality of life of our guests and associates," said Hoyt Harper II, senior vice president for Sheraton Hotels & Resorts and Four Points by Sheraton. "Our core customers are road warriors, and we want to provide them with a welcoming and comfortable atmosphere."
Sheraton guests will also enjoy their rooms more this year following a change in signature in-room amenities. Those now include Bliss Spa bath products as well as coffee from Starbucksas well as tea. The Sheraton brand is comprised of 408 hotels across
75 countries. The upgrades are rolling out brand wide.
Originally published February 25, 2008