Starwood Hotels & Resorts, one of the world's leading hotel and leisure companies, has announced plans to open 25 new properties this year, including 16 in China as part of plans to boost its Sheraton brand.

The hospitality giant said Sheraton, which made its Middle East debut in Kuwait in 1966, represented 30 per cent of all Starwood Hotels development pipeline – more than any other Starwood brand.

It continues to lead the company’s global growth and strengthen Starwood’s position as one of the largest international hotel operators in China, the company said in a statement.

“Sheraton is the number one contributor to Starwood’s global growth and has given us a significant lead in many fast-developing markets,” remarked Simon Turner, president of Global Development for Starwood.

"In China, now Starwood’s second largest market after North America, Sheraton is expanding its presence in big cities such as Beijing and Shanghai, as well as in rapidly developing urban centers including Guangzhou, Wanning and Hangzhou," he said.

"The strength of Sheraton is also driving meaningful growth for sister brand Four Points by Sheraton, which is set to double its footprint in China over the next three years," Turner pointed out.

"This year, Sheraton will open its fourth hotel in Shanghai, its second in Beijing and its first two hotels in Guangzhou. With the addition of 16 new hotels in 2011, Sheraton will increase its portfolio in China to 53 by year’s end," he added.

The iconic hotel brand accounts for 50 per cent of Starwood hotels under development in China, moving Starwood closer to its goal of operating 100 hotels in China by the end of 2012.

“Sheraton has leveraged its first-mover advantage in China, where we are now one of the country’s strongest global brands and the engine of Starwood’s growth,” said Hoyt Harper, global brand leader for Sheraton Hotels & Resorts.

“Our recent brand-wide revitalization and significant investment in new hotel development has also fueled our expansion in many other key markets, including India, Japan and South Korea,” he noted.

Sheraton, he said, will open its first property in Bangalore in 2011, helping to widen Starwood’s lead as the largest operator of five-star hotels in India.

Also this year, Sheraton will open its first hotel in Hiroshima, Japan, its second in Seoul, South Korea and its second in Montreal, Canada. Within more mature markets like North America, the brand expects to continue to fuel its growth through high quality conversion opportunities. 

Starwood’s largest brand, Sheraton boasts a current portfolio of more than 400 hotels in 72 countries and 92 per cent awareness among business travelers, higher than all other global hotel brands, said Harper.

"Following the completion of its $6 billion brand-wide revitalization, Sheraton is investing another $5 billion to add more than 50 new hotels to its portfolio by the end of 2013," he added.

Starwood boasts of 1025 properties in 100 countries with renowned brands such as St Regis, Luxury Collection,W, Westin, Le Méridien, Sheraton, Four Points by Sheraton, and the recently launched Aloft and Element SM.-TradeArabia News Service