Starwood reveals record hotel signings for 2015

Starwood Hotels & Resorts has announced it closed 2015 with 220 new signed hotel management and franchise agreements, a 26 per cent increase over the
prior year, marking the sixth consecutive year of increased signings and the most incremental signings in its history.

The company also opened a record of 105 hotels in 2015, representing approximately 22,5000 rooms in 30 countries, also the highest number of openings in its history.

“Our continued commitment to brands, design and innovation this past year allowed us to accomplish much on behalf of our shareholders which is a true testament to the great work of our associates and something our team should be proud of,” said Thomas Mangas, chief executive, Starwood Hotels & Resorts Worldwide.

“As we begin 2016 and work towards our merger close with Marriott to become the world’s largest hotel company, we will continue to vigorously compete in the marketplace, deliver value to our owners, delight our guests and grow our brands into new markets around the world.”

The select serve or mid-market segment drove last year’s signings, accounting for slightly more than 50 per cent.

While Four Points by Sheraton continues to maintain the company’s largest pipeline, Aloft experienced strong growth momentum last year with a 65 per cent increase in signings over the prior year.

At the same time, Starwood lengthened its lead in the luxury and lifestyle segment, with 29 deals across its St. Regis, The Luxury Collection and W Hotels brands, an increase of almost 40 per cent over the prior year.

The company continues to see luxury demand in all corners of the world with new hotels coming to sought-after destinations like Dubai, Maldives, Punta de Mita and Shanghai, following flagship openings last year in Amsterdam, Mumbai, and Prague.

In the upper-upscale segment, Sheraton, Starwood’s largest and most global brand, had signings that were up over 40 per cent compared to the prior year.

“The company’s newest brand, Tribute Portfolio, which launched in quarter two 2015, finished the year with 16 hotels either operating or with signed agreements.”