ASIA and its growing middle-class consumer segment continue to drive the growth behind Starwood Hotels & Resorts as the group readies to open 160 new properties in the continent within the next three to five years.
Chuck Abbott, regional vice president, South-east Asia, Starwood Hotels and Resorts, said: “The growth of the middle-class in Asia-Pacific is driving a great change in demand from both a leisure and business travel standpoint.
“We believe our brands are relevant and attractive to this new customer (segment).”
Highlighting China, India and Indonesia as key markets, he added: “These are the three most populous countries in the world, and along with their growing middle-class, these markets will grow at a faster pace.”
China ranks as Starwood’s fastest-expanding hotel market, with 120 operating hotels and more than 100 in the pipeline. This makes China the group’s second largest market, after the US.
As part of the group’s expansion plans in Asia-Pacific, Starwood will be bringing the Westin brand back to Singapore after a 10-year absence through a 305-key hotel in Marina Bay, set to open in November (TTG Asia e-Daily, October 18, 2011).
The hotel will occupy the 32nd to 46th floors of Asia Square Tower 2. It will have four F&B outlets and a 480m2 banquet hall.
Abbott said: “The reputation and culture that the Westin had built in Singapore in the past, is still present today. The brand has a very loyal and significant following in Singapore and we are fortunate to have (it back in) the market.”
