The pool-side Horizon Restaurant at Le M?ridien Mina Seyahi in Dubai, which reopened in January 2013 following an extensive renovation. The pool-side Horizon Restaurant at Le M?ridien Mina Seyahi in Dubai, which reopened in January 2013 following an extensive renovation.

Guido de Wilde, senior vice president, regional director Middle East, Starwood Hotels & Resorts outlines the company’s growth projections and strategic goals for 2013

In what areas do you see the most opportunity for your business to grow in 2013?
Never in Starwood’s history have we had a pipeline of this scale and quality and we are looking to continue to grow globally. Ten years ago, two-thirds of our rooms were in North America and today, 56% of our portfolio is outside the US, and 37% of our hotels are in emerging markets.

In the Middle East, Starwood is a leading operator with more than 40 hotels and 30 in the pipeline. This growth, primarily in the luxury and upper-upscale segments, represents an increase of nearly 50% by the end of 2015.

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With more than 70% of the world’s economic growth coming from fast-growing markets over the next few years, we continue to look for opportunities to grow our brands in the Middle East and are focused on expansion in developing markets such as the UAE and Saudi Arabia as well as key emerging markets including Iraq and Tajikistan. Oman and Jordan represent other key growth markets for us in the region.

What is your vision for your mid-market brands?
Starwood is setting its sights on expanding its mid-market brands – Four Points by Sheraton and Aloft – in key markets around the globe where there are increasing opportunities and demand for reliable and affordable hospitality.

Here in the Middle East, we currently have Aloft Abu Dhabi, with 408 rooms, and six Four Points by Sheraton establishments located across the region totalling 1125 rooms.

Looking ahead, we have a Four Points by Sheraton Medina and Four Points by Sheraton Sharjah due to open in 2013, and we are continuing to look for opportunities to grow both brands in the region as we see great potential for their continuing success here.

Aloft is designed to appeal to the next generation of travellers and we expect the fast-growing brand to increase its global portfolio from 55 to more than 70 hotels by 2013. In the Middle East, we have a pipeline of two Aloft properties in Riyadh, Saudi Arabia and Sharjah in the UAE.

What other hotels are in the pipeline to open in 2013 in the Middle East?
In the first quarter we will be opening The St. Regis Abu Dhabi, the brand’s second hotel in Abu Dhabi which will feature the world’s highest suspended presidential suite.

During the same period we will open the Sheraton Dubai Mall of the Emirates Hotel, further expanding our footprint in Dubai. Also in the UAE, Starwood will be making its debut in Sharjah and Ajman with the openings of Sheraton Sharjah, Four Points by Sheraton Sharjah and The Ajman Palace, a Luxury Collection Hotel.

In 2013, Starwood will expand its portfolio in Saudi Arabia with Sheraton Medina and Four Points by Sheraton Medina, marking the debut of the Four Points brand in the country.

In addition, we are extending the inventory of Le Méridien Dubai by another 200 luxury rooms and the Four Points by Sheraton Kuwait is adding another tower with 220 rooms. Both extensions will be launched by Q3 2013.

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