“The rapid growth of Starwood’s luxury brands in China reflects a robust demand for high-end hospitality from an increasingly affluent market, where domestic travel continues to thrive,” said Paul James, Global Brand Leader, St. Regis, The Luxury Collection and W Hotels Worldwide. “This year, we are thrilled to open four luxury hotels in distinct Chinese destinations for a new generation of global guests, who are more often traveling across our luxury portfolio.”
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with nearly 1,200 properties in 100 countries, and 181,400 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, Aloft®, and Element®. The Company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG®), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands.
Marketing Strategy Inside Starwood Hotels & Resorts
On the heels of the International Luxury Travel Market in Shanghai, Starwood Hotels & Resorts Worldwide, Inc. announced that its luxury portfolio, comprised of the St. Regis, The Luxury Collection and W Hotels brands, will open four new hotels in China by the end of 2014, including The St. Regis Chengdu; The Azure Qiantang, a Luxury Collection Hotel, Hangzhou; The Castle Hotel, a Luxury Collection Hotel, Dalian; and W Beijing – Chang’an.
Robust Demand for World-Class Luxury Accommodations
This year, Starwood is on track to open more than 20 hotels across its nine brands in the region, including four openings from its luxury portfolio. In the past three years, Starwood doubled its luxury footprint in China, and the figure is expected to double again by the end of 2015.
W Hotels, which made a landmark debut in mainland China with W Guangzhou last year, will open its new, highly anticipated flagship property in Beijing this year with W Beijing – Chang’an. Further plans to debut the W brand in China include: Changsha, Chengdu, Macau, Shanghai and Suzhou. St. Regis will build on its well-established presence in China with the opening of The St. Regis Chengdulater this summer, along with new hotels in Changsha, Haikou, Lijiang, Macau, Nanjing, Sanya and Zhuhai in the next three years. In addition to The Castle Hotel, A Luxury Collection Hotel, Dalian and The Azure Qiantang, A Luxury Collection Hotel, Hangzhou, Starwood plans to expand the presence of The Luxury Collection brand in Nanning, Xiamen, Nanjing and Suzhou.
Starwood’s growing portfolio of luxury brands is well aligned with the demand for internationally branded, luxurious accommodations from an increasingly affluent Chinese market, where domestic travel continues to grow. China’s inbound travel market also fuels this demand. The country currently ranks third in the world’s most popular destinations, following France and the United States, as reported by United Nations World Tourism Organization. In an attempt to attract more foreign travellers, China now features eight cities with a 72-hour visa-free policy, including Beijing, Shanghai, Guangzhou, Chengdu, Chongqing, Dalian, Shenyang and Xi’an.
Extraordinary Hotels to be Unveiled in 2014
The St. Regis Chengdu will ignite the Southwest Chinese hospitality landscape with its bespoke service and refined elegance, offering an exclusive address in the heart of Chengdu’s business district. Slated to open late summer 2014, the hotel is just steps away from Tianfu Square and the Chun Xi Road high-end retail district. It will feature 279 well-appointed guestrooms and suites – among the largest in the city. In a nod to the city’s epicurean pedigree as UNESCO’s first City of Gastronomy in Asia, The St. Regis Chengdu will feature six distinct restaurants and lounges, including Social, a signature all-day dining restaurant; Yan Ting, a specialty Chinese restaurant featuring authentic Cantonese and Sichuan cuisine; Yun Fu, with four distinct private dining rooms on Level 27; Decanter, Chengdu’s only dedicated wine bar with an extensive selection of fine wine labels, liquors and aged cigars; Vantage XXVII, an outdoor sky bar with spectacular skyline vistas; and The Drawing Room, offering the legendary Bloody Mary and signature St. Regis rituals such as champagne sabering and afternoon tea. In addition, the hotel will provide a perfect venue for functions with over 4,265 square feet of well-equipped meeting space. The St. Regis Chengdu will also offer the signature St. Regis Butler Service for all guests, the first for any hotel in Chengdu.
Nestled in Beijing’s bustling downtown diplomatic and commercial district, W Beijing – Chang’an will celebrate the vibrancy of its surroundings, including Tiananmen Square, the world’s largest public square, the eclectic Silk Market, and the impressive grounds of the Forbidden City. Set to be unveiled later this year, W Beijing – Chang’an will feature 353 guestrooms, with each room offering stunning city views, the signature W beds and state-of-the-art entertainment. The hotel will also present four modern dining experiences, including YEN, a world-class Chinese restaurant;The Kitchen Table, serving international favorites; The Living Room bar; and X25, a stylish lounge concept sure to become one of Beijing’s newest hot spots. Ideal for meetings and events in the heart of China’s capital, the hotel will provide 7,545 square feet of meeting space, including a 1,700 square foot Great Room – the hotel’s state-of-the-art ballroom. Guests can also expect the W brand’s iconic Whatever/Whenever® service philosophy, providing them with whatever they want, whenever they want it.
Opening this Fall, The Azure Qiantang, a Luxury Collection Hotel, Hangzhou will offer captivating accommodations along Hangzhou’s Qiantang River, home to the world’s largest tidal bore. The hotel’s design reflects Hangzhou and the city’s deep connection to life and water. Ideally positioned near the West Lake, the hotel’s 205 graciously appointed guestrooms and suites will feature spectacular river views through floor-to-ceiling windows, as well as unparalleled services and amenities. Discerning gourmands will find much to savor in two fine restaurants, with the signature restaurant and the authentic Chinese restaurant featuring spectacular 180-degree river vistas. Alternatively, the lobby lounge will serve up a fragrant cup of tea or indigenous desserts. A luxury setting for business meetings or seminars, the hotel will offer seven spacious and sophisticated meeting rooms awash with natural light through floor-to-ceiling windows and stunning river views as well as an opulent 2,100 square foot grand ballroom.
The Castle Hotel, a Luxury Collection Hotel, Dalian commands an imposing presence with its palatial Bavarian-style castle set amid lush foliage on Lotus Mountain in Dalian, Northeast China. The hotel is in the final stages of a complete interior renovation, and will re-open its doors this Fall. Overlooking Xinghai Square as well as Xinghai Bay and the Yellow Sea, The Castle Hotel, a Luxury Collection Hotel, Dalian will offer 292 luxurious guestrooms and suites and 67 residences. It will feature three restaurants and two lounges with creative and authentic cuisine options, includingZhenbao, offering fresh Chinese seafood; and Collections, an all-day dining restaurant with an international menu. In a nod to Dalian’s rich European heritage, the Royal Cellar will serve home-brewed German beer and northern European specialties. For meetings and events, The Castle Hotel, a Luxury Collection Hotel, Dalian will offer over 8,500 square feet of versatile space, including a 4,600 square foot grand ballroom and eight function rooms. Also, a 13,000 square foot open rooftop garden will provide an elegant space for memorable occasions, from weddings to cocktail parties and business gatherings.
As part of The Luxury Collection Hotels & Resorts, The Castle Hotel, a Luxury Collection Hotel, Dalian and The Azure Qiantang, a Luxury Collection Hotel, Hangzhou will offer The Luxury Collection Concierge service to help discerning guests explore and unlock the very best of the destination. Each Luxury Collection Concierge is a bilingual, certified destination expert, proudly wearing the “clef d’Or”, the gilt insignia of the celebrated international concierge society, and eager to reveal the secret treasures of their city.
For more information on Starwood Hotels & Resorts please visit www.starwoodhotels.com.