Starwood Hotels & Resorts Worldwide is expanding its footprint in Germany with the signing of the Sheraton Berlin Grand Hotel Esplanade. The franchise agreement with Esplanade Operation GmbH, a subsidiary of Host Hotels & Resorts’ European joint venture, marks the conversion of the existing Grand Hotel Esplanade to a Sheraton hotel. The hotel continues to be operated by EVENT Hotel Group, which also holds a minority interest in the property.
“We look forward to partnering with Esplanade Operation GmbH on this major conversion as we launch our iconic Sheraton brand in a vibrant metropolis such as Berlin. Furthermore, we are delighted to strengthen our collaboration with EVENT Hotel Group which also operates our other hotel in the city, The Westin Grand, Berlin,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “Becoming the 11th Sheraton in Germany, we are confident that Sheraton Berlin Grand Hotel Esplanade will reinforce the brand’s position as an unparalleled global leader in the hospitality sector.”
“We are excited to extend our partnership with Starwood in Europe by converting this historic hotel to a Sheraton property under a franchise agreement,” said James F. Risoleo, Executive Vice President and Managing Director, Europe of Host Hotels & Resorts. “We believe in the power of the Sheraton brand as well as in Starwood’s global expertise and systems. Together with Starwood and EVENT Hotel Group, this winning combination will create substantial value for this hotel.”
The 394-room Sheraton Berlin Grand Hotel Esplanade has an all-day dining restaurant and a German-specialty restaurant, as well as Harry’s New York Bar and a lobby bar. Other facilities include a swimming pool and 12 meeting rooms.
Over the next several months, the hotel will unveil the Sheraton brand’s signature offerings including a Sheraton Club lounge, Link@Sheraton experienced with Microsoft where guests can come together to meet, connect and relax, and the revolutionary health and fitness program, Sheraton Fitness.
“There are many conversion opportunities for new Starwood hotels throughout Europe in both established and emerging destinations, through both managed and franchised deals,” said Bart Carnahan, Senior Vice President, Acquisitions & Development, Starwood Hotels & Resorts, Europe, Africa and Middle East. “Berlin is the gateway to Central and Eastern Europe and this signing underscores our commitment to growth in the region.”
Sheraton Berlin Grand Hotel Esplanade is located close to the Kurfürstendamm shopping area and Potsdamer Platz entertainment district and is only 600 metres from Berlin’s picturesque Tiergarten Park. The Nollendorfplatz underground railway station is a 10-minute walk from the hotel.
Starwood currently has 26 hotels in Germany, representing six of its nine lifestyle brands – The Luxury Collection, Sheraton, Westin, Le Méridien, Four Points by Sheraton and Element. The Sheraton Berlin Grand Hotel Esplanade is the eleventh Sheraton hotel in Germany, joining The Westin Grand Berlin in the German capital. The company recently introduced its Element brand with a landmark opening in the Frankfurt International Airport and is set to debut the Aloft brand in Munich and Stuttgart in 2015.
