Starwood to launch 10 W hotels in 10 years

Starwood Hotels & Resorts has unveiled plans to open up to 10 of its W branded hotels in the UK, including as many as five in London within 10 years.

The group has already announced plans to open the first of its design-led W hotels in Manchester in late 2010, followed shortly with a opening in London’s Leicester Square.

Simon Turner, president of global development at Starwood, said the company was keen to open a W hotel in Edinburgh and more in London.

“We need 24/7 cities that have real excitement and activity, and I’m a huge fan of Edinburgh - it’s a great city,” he told Property Week. “We are celebrating our 10th anniversary in December. By our 20th anniversary, I’d expect to see three to five W hotels in London.”

Turner said he felt Starwood would be well placed to survive the downturn due to the diversity of its geographic locations and by virtue of owning nine hotel brands - St. Regis, the Luxury Collection, W, Westin, Le Méridien, Sheraton, Four Points, Aloft and Element.

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By Daniel Thomas

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