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March 11, 2014

Starwood’s Big Plans for Sheraton in 2014

By Keith Loria, Contributing Editor 

Sheraton Shaoxing Keqiao Hotel -Exterior - rendering

Starwood Hotels & Resorts Worldwide expects the next 12 months to reach record growth for its Sheraton Hotels brand, with 35 new hotels expected to open in emerging markets.

One big growth area will be China, where the brand will open approximately one hotel every three weeks. After topping 100 hotels in Asia Pacific in 2013, Sheraton plans to open 23 hotels in the area over the next 12 months. The brand will launch in Wuhan, Shaoxing, Nanchang, Zhengzhou, and Qingdao, while adding its third hotel in Beijing and fifth in Shanghai. More than 13 additional Sheraton hotels are slated to open in China by 2017.

“Sheraton continues to grow at a phenomenal pace by leveraging its first-mover advantage in markets across the globe,” Hoyt Harper, Sheraton’s global brand leader, said in a company statement. “Asia Pacific continues to drive the brand’s future pipeline growth, but we are also experiencing strong demand in other emerging markets including Eastern Europe and the Middle East.”

There will be seven new hotels in the Middle East, and six new hotels in Africa. In the Middle East, Sheraton will open seven new hotels, increasing its portfolio to 23 hotels by February 2015. Highlights include the Sheraton brand’s debut in both Kazakhstan and Tajikistan, and its return to Iraq with the opening of Sheraton Dohuk Hotel in 2014, followed by Sheraton Erbil Hotel in early 2015. In Africa, Sheraton will open new hotels in Mauritania, Guinea and South Sudan by 2017.

Additional openings include the brand’s fourth hotel in Saudi Arabia (Sheraton Medina Hotel) and fifth in Dubai—the 660-room Sheraton Dubai Tower Sheikh Zayed Road Hotel. Also planned are three openings in India, with openings slated for Bengaluru, Noida and Chandigarh.

In the Latin America market, Sheraton will open its seventh hotel in Brazil, the Sheraton Reserva do Paiva Hotel and Convention Center. Next month, Sheraton will mark its return to the Dominican Republic with the opening of Sheraton Santo Domingo Hotel.

“Sheraton is truly a global pioneer with a long legacy of reaching new markets first and building meaningful relationships with owners and developers,” Simon Turner, Starwood’s president of global development, said in the statement. “The result is that Sheraton is leading Starwood’s global pipeline growth and creating opportunities for the further development of all our brands in diverse markets worldwide.”

With the planned additions, the global hotel chain will reach its 500th hotel milestone in 2016.