Home' micenet eMag : micenet February 2016 Contents 2015 has been a big year for
Starwood Hotels & Resorts.
What were some of the
Starwood continued its
aggressive expansion in Asia
Pacific with the company operating over 300 hotels and more than 250
hotels under construction. Starwood also chartered new territories,
entering new markets such as Bhutan and Samoa; providing our
customers with more choices in more locations.
Our flagship brand, Sheraton Hotels & Resorts, also announced its
Sheraton 2020 ten-point plan to put Sheraton back in the spotlight as a
brand of choice for travellers worldwide. The plan includes the launch of
a new premier tier – Sheraton Grand, highlighting Sheraton best in class
Starwood also welcomed two new brands - Tribute Portfolio and
Design Hotels. Tribute Portfolio is an outstanding group of independent
hotels and resorts that will deliver uncommon experiences while providing
the Starwood seal of approval our guests expect. Tribute Portfolio will
complement Starwood’s The Luxury Collection brand and further solidify
Starwood as the world’s most global high-end hotel company. Since the
launch of Tribute Portfolio, Starwood already signed two new deals in Asia
Pacific – Kiroro, a Tribute Portfolio Hotel, Hokkaido and The Hermitage, a
Tribute Portfolio, Jakarta. Both successfully opened their doors in
We also announced an expanded partnership with Design Hotels, a
portfolio of independent, design-forward properties, which consumers
will see as Starwood’s 11th brand. Under this new agreement, select
member hotels of Design Hotels are now bookable through Starwood’s
websites, mobile apps and global network Customer Contact Centres,
giving SPG Members more access to one-of-a -kind experiences in
It’s now over a year since the launch of SPG Pro, how would you
assess the program’s success?
SPG Pro has revolutionised the B2B loyalty space as the first program
of its kind to reward meeting and travel professionals across all
segments for all business booked at any of Starwood’s 1250 properties
around the world. Just over a year in, SPG Pro has generated significant
revenue, grown our member base in 189 countries, and rewarded
enough points to book more than 150,000 room nights.
There has been a number of signings in the Pacific as well.
What new openings do we have to look forward to?
2015 has been an impressive year for the Pacific Region, with the
opening of Sheraton Aggie Grey’s Resort & Spa – the first internationally
branded hotel to open in Samoa – and five new signings, bringing our
total portfolio in the Pacific to 27. We will open a second Sheraton
branded hotel in Samoa in 2016.
We’re particularly excited about the debut of the Aloft brand, with the
openings of Aloft Perth Rivervale in 2017 and Aloft Adelaide in 2018,
along with the reintroduction of the W brand when W Brisbane opens its
doors in 2018. We also look forward to opening Westin Brisbane in
2018 and a new Sheraton Adelaide Hotel in 2019.
In addition to the new openings and signings, we have the exciting
redevelopment of Four Points by Sheraton Sydney, Darling Harbour,
with the addition of 222 guest rooms and 3700sqm of convention
space, and the new-look Sheraton Mirage Port Douglas Resort set to
open in mid-2016.
Are you seeing any interesting trends you can share with us?
Globally, we’re seeing more demand for small meetings, which accounts
for 80% of Starwood’s group business.
There’s also a growing trend around ‘Voluntourism’ that involves a
‘feel-good’ factor as more and more companies turn their focus
towards corporate social responsibility (CSR) and what their companies
can do to help the local community or environment. We’re seeing more
requests from customers for an RFP that involves CSR activities to ‘give
back’ to the community or environment.
Finally, we’re seeing an increase in the number of event and meeting
planners using technology to achieve increased attendee engagement
and greater event effectiveness. Consequently, we have piloted a range
of new initiatives, including CrowdCompass by Cvent; a customisable
app attendees can use to view real-time content. We’ve also partnered
with Apple to provide our customers with access to the SPG App
through their Apple Watch.
Q&A WITH STARWOOD
Nichlas Maratos, Vice President of Sales, Asia Pacific, Starwood
Hotels & Resorts Worldwide, Inc.
Aggie Grey’s Resort.
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