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Starwood Hotels & Resorts Worldwide has signed an agreement with GH Pegasus to open Aloft Tijuana, Aloft Coatzacoalcos and Aloft Poza Rica by the end of 2017, and an agreement with Hoteles Real Chihuahua to unveil the Sheraton Chihuahua Soberano Hotel, a strategic conversion, by November 2015.
With these new signings, Starwood will further strengthen its footprint across Latin America and Caribbean while significantly bolstering its presence in Mexico, the largest market for the company in the region.
“We are very excited to continue to expand our reach in Latin America with our fast-growing Aloft brand and Sheraton, our largest brand – both of which continue to be sought-after by investors and guests alike,” said Jorge Giannattasio, Senior Vice President and Chief of Operations for Starwood Latin America and the Caribbean. “2015 is off to a great start, and we are seeing strong growth momentum in the region, particularly in Mexico, which continues to be the key driver.”
Aloft Continues Accelerated Growth Path, Strengthens Footprint in Mexico
Designed to shake up the staid and traditional mid-market hotel sector, Aloft is redefining the category by delivering modern, vibrant design, a buzzing social scene and an energetic, tech-forward guest experience. Since its launch in Latin America, Aloft has experienced record-growth. The current development pipeline for the brand in Latin America covers six hotels in three countries. Aloft Asuncion in Paraguay, Aloft Montevideo in Uruguay and in Mexico Aloft Hermosillo are set to open in 2016 followed by Aloft Tijuana, Aloft Coatzacoalcos and Aloft Poza Rica in 2017. With these signings, the Aloft brand will nearly double its portfolio in the region by 2017. Additionally, the brand’s footprint in Mexico will triple from two hotels in operation – Aloft Cancun and Aloft Guadalajara – to six, significantly increasing the brand’s presence in the country.
Aloft Tijuana, Aloft Coatzacoalcos and Aloft Poza Rica will be operated by Grupo Presidente under franchise agreements. Aloft Tijuana will redefine the conventional hotel scene for today’s traveler with its innovative offerings and socially-savvy style. Tijuana, located in the state of Baja California on the border of the United States, is one of the most important industrial and business hubs in Mexico and home to major multinational corporations. The hotel will feature 150 loft-like guestrooms fully equipped with the brand’s signature amenities. Guests will be able to mix and mingle over lively music at W XYZ Bar, exercise at RE:CHARGE and relax in the refreshing outdoor Splash pool.
Secondary cities have become significantly important in the region as business travel rises domestically, and Aloft Coatzacoalcos and Aloft Poza Rica will address growing demand. Located on the Gulf of Mexico, Coatzacoalcos is the third largest city in the state of Veracruz and is home of the fourth largest port in the country. The newly built Aloft Coatzacoalcos will feature 133 loft-like guestrooms. Poza Rica, also located in the state, is an oil and gas hub with offices for some of the most important multinational firms. Aloft Poza Rica is a conversion of an existing hotel and will have 127 rooms. Both will provide guests access to a vibrant social scene at W XYZ Bar, RE:CHARGE, a fully equipped fitness center and an outdoor Splash pool.
The Aloft brand’s innovative and exclusive initiatives set it apart. Aloft Hotels recently announced the launch of SPG Keyless—an evolution of Aloft’s Smart Check-in— the hospitality industry’s first mobile, keyless entry system allowing guests to use their smart phone as a key. The technology is available at select Aloft, Element and W Hotels worldwide. This forward-thinking initiative is part of the brand’s innovative DNA. Additionally, every Aloft Hotel around the world offers live, free access to local emerging artists as well as some of the hottest bands with Live at Aloft Hotels programming at the W XYZ® bars.
Sheraton Chihuahua Soberano Hotel will debut this November
With the opening of Sheraton Chihuahua Soberano Hotel, Starwood will increase its Sheraton footprint to six hotels in the country, and to 37 in the region.
The conversion, managed by Hoteles Real de Chihuahua, will be completely renovated prior to its debut in November 2015. The property will feature 194 guestrooms and 10 suites, two signature restaurants and all of the Sheraton brand’s signature offerings, including a Sheraton Club lounge, the state-of-the-art technology of Link@SheratonSM, and Sheraton Fitness. With more than 14,000 sq. ft. of meeting space, it will boast the largest meeting space in the market, catering to major corporate, government and social events.
The Sheraton Chihuahua Soberano Hotel is located in the upscale northern zone of the city and is only five minutes away from the San Francisco Country Club—an exclusive, 18-hole golf course and some of the most industrial parks in the city.
“The addition of these new hotels is a testament to the confidence owners have in Starwood and our brands,” said Victor Vazquez , Vice President Acquisitions & Development, Starwood Hotels & Resorts, Latin America. “Our pipeline is increasingly robust and we see many opportunities for all our distinctive brands in Mexico and throughout the region.”
Starwood currently operates 94 hotels and resorts across Latin America, including eight of the company’s nine brands including: The Luxury Collection, St. Regis, Sheraton, Westin, W Hotels, Le Méridien, Four Points by Sheraton and Aloft. The company has plans to further expand its portfolio in the region with a pipeline of 17 hotels due to open by 2017. Mexico is the company’s largest market in Latin America with 28 operating hotels and 8 properties in the pipeline.
