Starwood make landmark debuts in EAME with Aloft, W and The Luxury Collection

    150 150 Daniel Fountain
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    After debuting the W brand in Spain last year with W Barcelona, the brand will continue to grow with new openings in high-profile destinations such as London, St. Petersburg, Paris, Milan and Amman.Adding to this, Aloft Hotels, which is the new, design-led, mid-market brand inspired by W, is set to make its European debut this autumn with the Aloft Brussels Schumann opening in Belgium. This hotel comes quickly after the brand’s launch in the Middle East last year, with the 408-room Aloft Abu Dhabi.

    In Africa, Starwood is scheduled to open the new Le Méridien Oran Hotel & Convention Centre later this year, while simultaneously completing a number of renovations on some of its properties on the continent which forms part of its overall brand transformation efforts. The company also aims to expand its presence of its Four Points by Sheraton brand in Africa this year, with openings in Lagos, Nigeria and in Tripoli, Libya.

    As reported by HotelDesigns, The Luxury Collection made its debut in the Middle East with the conversion of the Grosvenor House Hotel in Dubai. The brand will continue to grow this summer when The Romanos, a Luxury Collection Resort, opens in Costa Navarino, Greece in June. This is located on the southwest coast of the Peloponnese in Greece where Starwood will also open a Westin Resort. The next five years will also see the opening of five new hotels, as part of the St. Regis brand, open in the Middle East and the Indian Ocean in locations such as Mauritius, Cairo, Doha and two in Abu Dhabi.

    Daniel Fountain / 14.03.2010

    Editor, Hotel Designs


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