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Starwood reveals expansion plans

Starwood Hotels & Resorts has announced its continued expansion in Europe with a record 18 organic hotel openings in 2015 and over 30 hotels already under development and expected to open in the next five years.

Looking ahead, Starwood is expanding its mid-market brands in the UK, The Netherlands, Russia and Turkey.

In 2015, Starwood introduced its new Tribute Portfolio brand, a collection of outstanding independent hotels to Europe with the Great Northern Hotel in London.

Simon Turner, President of Global Development, said, 'Our strong growth in Europe was instrumental in Starwood’s record-breaking growth in 2015 as we continue to focus on high-quality portfolio growth in desirable and strategic destinations. Our growth forecast for Europe is stronger than ever with over 30 hotels set to open across our 10 distinct lifestyle brands by 2020.”

Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East, said, “We maintained a steady transaction pace in 2015 with conversions driving almost 40 percent of new hotel signings across Europe, reflecting strong owner interest in our design-led brands and confidence in Starwood’s powerful global systems. We are on track to open close to 10 hotels in Europe this year, introducing our distinct brands to more new markets, and continue to work with our partners on further investments in our existing Sheraton and Le Méridien hotels.”

Starwood’s largest and most iconic brand Sheraton remains on track to add 150 new Sheraton hotels around the globe by 2020. As part of the plan to solidify Sheraton as a leading global hotel brand of choice, Sheraton Park Lane in London, Sheraton Berlin Grand Hotel Esplanade and Sheraton Paris Airport Hotel & Conference Centre will unveil smart, intuitive and forward-looking design when renovations are finished later this year.

Mid-market concept, Aloft continues to introduce its passion for live music, vibrant design and innovation across Europe, most recently announcing the Aloft Brighton, which will be the brand’s fourth hotel in the UK when it opens next year.