Starwood to increase luxury presence in China

Starwood Hotels & Resorts is on track to open four luxury hotels in China by the end of the year to increase brand loyalty among the growing number of wealthy Chinese travelers.

According to Bloomberg Businessweek, the properties opening will be The St. Regis Chengdu, The Azure Qiantang in Hangzhou, The Castle Hotel in Dalian and the W Beijing- Chang'an. The four hotels will have a total of 1,129 guest rooms. Also to note, The Financial reports that W Shenyang will open in 2019. 

"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," Paul James, who oversees Starwood's luxury brands, tells Bloomberg. 

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According to CIT Magazine, The St. Regis Chengdu will open later this summer, while The Azure, Qiantang Hangzhou will open in Autumn. Also opening in the Fall is the Castle Hotel, while W Beijing will open at the end of the year. 

W Hotels is also slated to open 12 new properties in the Asia Pacific region by 2019 with more than half of those planned for China, including new flagships in Beijing and Shanghai as well as Suzhou, Changsha and Chengdu. 

"We are delighted to partner with Huaqiang Group to launch the W brand in Shenyang," Qian Jin, president, Greater China, Starwood Hotels & Resorts tells The Financial. "Since W Hotels made its debut in mainland China last year, the brand continues to redefine China's luxury hotel experience."

Shenyang is the economic, cultural, communication, trade and commercial hub for the Northeastern region of China. 


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