Mid-range hotels vital to Starwood’s China expansion
Starwood Hotels & Resorts plans to introduce all of its nine brands in China in 2015 with a special focus on the mid-range hotel segment.
Having added 74 new hotels with 15,000 rooms in 26 countries last year, Starwood Hotels & Resorts plans to introduce all of its nine brands in China with a special focus on the mid-range hotel segment.
The number of newly-signed hotels under Starwood's nine brands increased steadily by 50% last year. The group now has more than 1,200 hotels in 100 countries and regions.
Starwood’s three main mid-range brands - Four points by Sheraton, Aloft and Element -opened 35 hotels and signed 100 new hotel agreements in 2014, representing 40% of the group’s global footprint. The group anticipates that about half of the properties opening this year will be mid-range hotels as demand for such accommodation is growing in major and second-tier cities globally. An industry observer said that the mid-range hotel category will see the keenest competition among international hotel groups as consumers show increasing preference for great-value international hotel brands(Translation by David)