Starwood signals major expansion

Starwood signals major expansion
By admin


Starwood Pacific Hotels is set to reintroduce its W Hotels brand into the Australian market, with the firm seeking a suitable opportunity in Sydney or Melbourne.

Director of acquisitions and development Andrew Taylor told Travel Today the firm would like to have “one or two” W’s in the gateway cities but admitted its high-end proposition was “difficult to stack up financially”.

It is on the look-out for a new build or a conversion of an existing hotel.

“There’s a couple that fit,” he said. “We have identified some opportunities, but we are not close to signing but it’s just a matter of time until someone snaps up the brand for Sydney and Melbourne.”

Meanwhile, its Sheraton and Westin brands were “kicking big goals” with a new Sheraton in Melbourne’s CBD due for completion in 2013.

But he revealed the company was looking increasingly to the “more robust” mid-market space for growth, focusing on making its Four Points by Sheraton product a “national brand”. It is targeting hotels that are “not performing or that need a lift” and offering them the benefits of the “Sheraton name halo effect”.

Four Points recently signed Perth’s Citigate Hotel, with Tayler hinting another deal in an eastern CBD was imminent.

The firm is also confident it will ink a deal in 2012 to develop the first Australian property under its Aloft brand which caters to corporate travellers in city fringe areas.

“They have the DNA of W Hotels but at an affordable price,” Tayler said, adding it is targeting 15 Aloft properties within the next three to five years.

Starwood currently has 4000 hotel rooms in Australia but hopes these two brands alone will add a further 2000 in just three years.

It has also short-listed 10 properties for its Luxury Collection portfolio, following the signing of two properties in January.

Latest News

  • Events

CATO commemorates 25 years with anniversary dinner

The Council of Australian Tour Operators (CATO) has announced its 25th Anniversary Dinner that will not only commemorate CATO’s historic milestones but will also provide an invaluable opportunity for members to network and reflect on numerous significant achievements. This prestigious event for members will be held at the Sydney Hilton Hotel on Thursday, 20 June, […]

  • Conferences

Fiji Tourism Exchange 2024 opens with a vibrant ceremony at Sofitel Fiji Resort, Denarau

The two-day Fiji Tourism Exchange 2024, opened with a vibrant ceremony at the Sofitel Fiji Resort and Spa in Denarau. A pinnacle event in the South Pacific tourism calendar, the event brings together industry stakeholders from across the globe to delve into Fiji’s tourism offerings and cultivate long-lasting business relationships. Acting Prime Minister and Minister […]

  • Destinations

Raes on Wategos celebrates 30th birthday and guests get the presents

World famous luxury boutique hotel Raes on Wategos, in Byron Bay, has launched its 30th birthday celebrations with a Raes Indulgent Escape package. Available for all stays of two nights or more, from June to August, the curated package offers an invitation to indulge in a shared celebration of Raes 30th birthday, whilst revelling in […]

  • Cruise

Seabourn’s two new value-add offers for 2024-25

Luxe cruise line Seabourn is offering two value-added promotions featuring must-have fares and a generous shipboard credit for guests seeking to book their next voyage. The exclusive “A Sail to Remember” Event includes must-have fares on most Seabourn ultra-luxury ocean and expedition voyages in October 2024 and beyond. The “More Moments on Us” Event offers […]

  • Cruise

PONANT commercial team expands to meet growing demand in APAC 

Luxury exploration cruise line Ponant has announced significant updates to their Asia Pacific commercial team in response to accelerated growth across the region. “These structural enhancements signify Ponant’s dedication to meeting the evolving needs of our valued trade partners in the Asia Pacific region,” general manager sales & marketing, Asia Pacific, Deb Corbett said. “We […]

  • Products

Embrace the journey: Traversing the world with the Shokz OpenRun

If you’ve been on the wrong side of a final call in the airport, or missed the stop on rail journey, it might be time to invest in a pair of Shokz OpenRun headphones. Originally marketed as headphones for fitness fanatics, runners or cyclists with a keen to steer clear of a prang with a car, […]