Luxury Collection in US$300m US upgrade
Starwood?s The Luxury Collection announces, in coordination with its owner partners, a US$300 million effort to expand and improve its hotel portfolio in North America. The brand is investing in marquee hotel conversions and landmark renovations in diverse US destinations, including Key West, Lake Tahoe, San Antonio and San Francisco. A milestone year for the brand, The Luxury Collection is on track to surpass 100 hotels in more than 30 countries by the end of 2015.
Adam Aron, interim CEO of Starwood Hotels & Resorts, said: ?We fully recognise the enormous untapped potential of The Luxury Collection, and with these new hotel openings and impressive renovations, Starwood is setting out for The Luxury Collection to become the world’s largest luxury hotel brand by year’s end.?
Hoyt H. Harper II, the brand?s global brand leader, said: ?Domestic demand for luxury travel is at pre-recession levels, which makes this an excellent time to invest in The Luxury Collection hotels in the US. Additionally, we continue to see increasing demand from owners of independent luxury hotels who find tremendous value in partnering with Starwood to take advantage of our powerful distribution, loyalty and sales platforms. We expect this to be a period of significant growth for The Luxury Collection both in the US and abroad as we sharpen the brand and drive profound consumer awareness around the world.”
The investment in The Luxury Collection’s portfolio in North America follows a successful US$500 million restoration programme to breathe new life into some of brand’s most iconic European hotels.
Over the past three years, hotels including the GrittiPalace in Venice, Hotel Alfonso XIII in Seville, Hotel Maria Cristina in San Sebastian, Prince de Galles in Paris and Hotel Imperial in Vienna, were brought back to their original splendor.