Starwood Hotels & Resorts Worldwide announced it anticipates another strong year of growth in Latin America and the Caribbean in 2015, fueled by hotel openings and high-quality deal signings. The company also announced the debut of Four Points by Sheraton Cancun Centro, expanding its portfolio to 94 hotels in Latin America and the Caribbean, with 13 additional hotels in the pipeline set to open by 2017.
“2014 was a great year for Starwood in Latin America and the Caribbean with growth at both ends of our business,” said Jorge Giannattasio, Senior Vice President and Chief of Operations for Starwood Latin America and the Caribbean. “Demand for business and leisure travel and interest in our innovative, design-led brands increased as demonstrated by solid growth in openings and signings, the two cornerstones of our aggressive expansion strategy.”
Strong year of signings in 2014 with record in Mexico
Starwood signed eight new agreements in Latin America during 2014, including deals to open three new hotels in The Luxury Collection and five mid-market hotels under the Four Points by Sheraton and Aloft brands. Mexico was a standout in the year with five signings, a record for Starwood in any one year in the country.
“We continue to see increased demand for luxury accommodations across Latin America, which drove signings for us last year in markets like Mexico and Panama. At the same time, there are many opportunities to grow our specialty select brands in secondary cities, which is very important in the region as business travel rises domestically,” said Victor Vazquez, Vice President of Development for Starwood Latin America and Caribbean. “In 2015, we will continue a balanced growth approach to drive development across all of our brands.”
Starwood expands in luxury
With 19 hotels operating under The Luxury Collection, St. Regis, and W Hotels brands, Starwood continues to expand on its luxury portfolio in Latin America and the Caribbean, and remains on track to have a footprint of 22 luxury hotels by 2017.
On March 1, 2015, the internationally acclaimed Las Alcobas hotel in the heart of Mexico City became part of Starwood’s Luxury Collection portfolio. By joining Starwood, the hotel now has access to the company’s global platform and Starwood Preferred Guest®, its award-winning loyalty program. Las Alcobas is an award-winning, 35-room boutique hotel designed by Yabu Pushelberg situated in the chic Polanco neighborhood of Mexico City.
By 2017, three more luxury hotels will make their debut in the region. Solaz, a Luxury Collection Hotel, Los Cabos will be a brand new property nestled in the spectacular waterfront of one of Mexico’s most coveted destinations. It will feature modern and pristine accommodations and breathtaking beachfront facilities. The mixed-use property will have 18 branded residences and 131 guestrooms, including eight suites and a Presidential Suite spanning more than 2,000 square feet. It will also have world-class dining options, with various restaurants and bars for casual and formal dining. An 8,000 square feet full-service spa will offer specialized treatments and services, and guests will have access to a 1,200 square feet state-of-the-art fitness center, as well as three tennis courts. A perfect location for meetings and events, the hotel will feature almost 10,000 square feet of meeting space, including four ballrooms.
The Santa Maria, a Luxury Collection Hotel, Panama will mark the brand’s debut in the country. Located in Costa del Este, the hotel will be part of a new exclusive high-end development that houses the Santa Maria Golf & Country Club with a Jack Nicklaus golf course and sophisticated residences. The hotel will feature 180 elegantly appointed guest rooms and luxurious amenities, including two restaurants and lounges, a pool, state-of-the-art spa, and a full service fitness center.
W Hotels will also debut in Panama with the opening of W Panama in 2017. Located steps away from the Zona Rosa neighborhood, bustling with stylish restaurants and nightclubs, the hotel will be a perfect combination of sophistication, style and service based on the W Hotels brand’s signature philosophy Whatever/Whenever. W Panama will feature 203 stylish guest rooms, with 24 suites, three Wow suites, and one Extreme Wow suite (the W brand’s take on the Presidential Suite), two signature restaurants, the W Living Room experience (reinterpretation of the traditional hotel lobby), destination nightclub, WET pool deck, spa and 8,400 square foot WORKOUT fitness facility, the hotel will reveal surprising elements layer by layer throughout the hotel.
With these additions, Starwood will soon have eight hotels in Panama under six of its brands.
Specialty select brands maintain momentum
Starwood’s specialty select – or mid-market – brands have been a strong source of growth for the company in Latin America and the Caribbean. Four Points by Sheraton Cancun Centro opened its doors late last month, on the heels of five openings in 2014, including: Aloft Guadalajara, Four Points Queretaro and Four Points Saltillo in Mexico as well as Four Points Bogota and Four Points Barranquilla in Colombia.
Located in the business and healthcare corridor of the city, the new Four Points Cancun Centro features authentic design from the lobby and throughout all public spaces and 112 stylish guestrooms, including four junior suites all with modern bathrooms and the brand’s signature Four Comfort Bed®. Guests can also enjoy breakfast, lunch and dinner at The Eatery Bistro & Restaurant, offering a blend of quintessential Mexican elements with international cuisine or at Toastina, which offers a modern and comfortable setting. The hotel has a rooftop pool and deck area, spanning more than 5,000 square feet and a well-appointed gym with state-of-the-art equipment. In addition, the hotel features almost 3,000 square feet of event space with high speed internet access and top of the line audiovisual technology, as well as free underground parking.
In 2014, the brand announced four additional Four Points deals that will serve secondary cities with growing business travel demand. Upcoming openings include Four Points Ciudad del Este, Four Points Cusco, Four Points Cuenca, and Four Points Puebla. Each of the hotels will feature the brand’s effortless style and always-approachable services and amenities that have made it the preferred hotel for business travelers. In addition to fast and free Wi-Fi throughout, each will have a full-service restaurant and Four Points Pub where guests can kick back, relax and experience local flavors with the signature Best Brews™ program. Additionally, each hotel will feature a full-size pool, fitness center and meeting space.
- Four Points by Sheraton Cusco slated to open in 2016 will be located in the heart of the historic city and will be the second Four Points hotel in Peru. It will have 128 rooms and 4,000 square feet of meeting space.
- Four Points by Sheraton Ciudad del Este will be Starwood’s third hotel in Paraguay, joining Sheraton Asuncion and the Aloft Asuncion currently under development, and the first hotel under the Four Points brand. The hotel will serve this important commerce hub which borders Argentina and Brazil, with 120 rooms, including five suites and 5,000 square feet of meeting space. It will open in 2017.
- Four Points by Sheraton Puebla, opening in 2017, will serve this important city which is Mexico’s 4th largest and one of the major industrial and business hubs in the country. The hotel will have 125 rooms, with 1,000 square feet of meeting space.
The company also signed a franchise agreement to open Aloft Hermosillo, which will feature modern design and the brand’s vibrant social scene at the W XYZ® bar as well as Re:fuel by Aloft(SM) grab and go bites and other guest favorites including fast & free WiFi Splash pool and the 24-hour fitness center, The hotel is slated to open in 2016. Additional properties in the pipeline include Aloft Asuncion in Paraguay and Aloft Montevideo also opening early that year.
