Starwood wants to see more of its brands present in key
Asia/Pacific cities such as Singapore, Hong Kong, Shanghai
and Bangkok. The company operates six hotel brands - Westin
Hotels & Resorts, Sheraton Hotels & Resorts, Four
Points by Sheraton, St. Regis, The Luxury Collection and W
Hotels.
"We want to achieve good brand distribution and operate
in profitable environments," said Oliver Bonke, vice
president, sales and marketing, Starwood Hotels and
Resorts, Asia/Pacific.
He cited Sydney as a market where four of the company's
brands have thrived, with the exception of St. Regis and
Luxury Collection .
"We feel very bullish about growth and development and
aim to grow the Starwood distribution in Asia/Pacific.
"Our primary focus is on Sheraton and Westin, our two
biggest brands. As for the St Regis, the focus is on 'A'
cities."
Bonke added this would be done through investment and
joint ventures besides franchise and management
agreements.
Starwood's RevPAR (revenue per average room) for
Asia/Pacific grew by an average 40 percent year-to-date
this year compared to last year.
Starwood is also planning to expand its portfolio in
India, especially the Westin .
There are nine Starwood hotels in India with a Grand
Central Sheraton scheduled for opening in Mumbai in
October.
As for China, Starwood is aiming to double its portfolio
there within the next three to five years. Currently, it
has 18 properties in China, Hong Kong and Macau with seven
projects in development.
To keep brands fresh, Starwood said its developing
products and services to keep pace with customer
demands.
Westin's 'Heavenly Bed' is in its successful fifth year
of inception. Sheraton will be offering a branded fitness
concept and the 'Love that Dog' programme will be offered
by Westin and W Hotels.