CHINA Sheraton Hotels & Resorts plans to open eight more hotels in China before the end of 2010, and another 18 by 2015.
The Starwood Hotels & Resorts Worldwide brand also marked a major milestone this month with the opening of its 30th hotel in greater China. Sheraton Zhongshan Hotel is Starwood’s 60th property overall in the country.
“Sheraton is our most prolific brand in China, accounting for half of Starwood’s current portfolio in this dynamic, fast-growing market,” says Simon Turner, president of global development for Starwood. “We are delighted to expand Sheraton in established cities like Beijing and Shanghai, while simultaneously introducing the iconic hotel brand to emerging business hubs and resort destinations.
“China is leading the recovery in global tourism in 2010, and by 2020, it is expected to be the world’s largest tourism market,” Turner says. “And as the Chinese pick up the pace of their domestic and international travel, they are going to stay with the brands they know, which will have a phenomenal impact on our global business.”
Later this year, Sheraton will open Sheraton Guangzhou Hotel, the brand’s debut in the city of Guangzhou, southern China’s largest metropolis and a key transportation hub. Other key 2010 openings include the brand’s third hotel in Shanghai, Sheraton Shanghai Hong Kou Hotel, and in 2011 its second in Beijing, Sheraton Beijing Dongcheng Hotel.
“We are thrilled with the robust expansion as we announce eight more Sheraton hotels throughout China and continue to expand our established upper-upscale brands in various Chinese cities where we are currently under-penetrated,” says Miguel Ko, chairman and president of Starwood Hotels & Resorts Asia Pacific. “Starwood continues to win many new hotel projects in China, and this is largely due to the confidence the development community has in our lifestyle brands, noted innovations and consistently strong delivery of results in the region.”
In 2011, Starwood will open Sheraton Hangzhou Wetland Park Resort, the first Sheraton hotel to open in China’s most promising new resort destination. Starwood’s largest brand, Sheraton boasts a current portfolio of 400 hotels in 75 countries and 92% awareness among business travelers, higher than all other global hotel brands.
“The strength of the Sheraton brand continues to have a halo effect on the entire Starwood portfolio,” says Stephen Ho, senior vice president of development for Starwood’s Asia Pacific division. “Most notably, Sheraton’s strong position in China is driving development for its sister brand, Four Points by Sheraton, which has the second largest pipeline in the Starwood portfolio.”