Starwood Hotels & Resorts Unveils Its Newest Brand

Starwood Hotels & Resorts Worldwide, Inc. today unveiled its newest hotel brand, ELEMENT, which has been created by the team behind Westin Hotels & Resorts.

Incorporating smart design, modern style and a social environment, ELEMENT is targeted to travellers staying for an extended period of time, and promises to help guests live their best lives on the road.

In September, Starwood unveiled the brand to North American developers and this week will introduce the new brand to the Asia Pacific market at the Hotel Investment Conference in Hong Kong during the second leg of a global road show. The brand is currently developing a custom prototype for Asia Pacific that will appeal to travellers visiting the diverse region.

“With Westin, we recreated the upper-upscale segment in the hotel industry. Strategically, ELEMENT fits into this mould—it is about creating a new category from the ground up,” said Starwood’s Chief Executive Officer Steven J. Heyer.

“We know that Starwood’s guests are hungry for a new kind of extended-stay experience and ELEMENT fills this white space in our portfolio perfectly”. “The name ELEMENT really gets at what we are aspiring to—a new approach that will offer guests a brand experience, not just a hotel.”

“With the globalization of industry, international markets have a growing need for extended stay hotels, and Starwood has identified the Asia Pacific region, including China, India and Australia as ideal markets for our new ELEMENT hotels,” commented Miguel Ko, President of Starwood Hotels & Resorts, Asia Pacific.

ELEMENT will feature several signature flourishes that evoke nature. A dramatic multi-story window-wall will flood ELEMENT’s lobbies with natural light. Public spaces in the hotels will also include a tranquil water feature and design touches inspired by nature. ELEMENT will also incorporate an outdoor haven, with a courtyard and patio where guests are invited to socialize and relax by an outdoor fire pit and barbeque. During their stays, guests will discover smart design features that will make their stays easier, from modular furniture designed to encourage multi-tasking and productivity, to swiveling flat-screen televisions.

“The name ELEMENT really evokes the spirit of the brand,” said Sue Brush, Senior Vice President of Westin Hotels & Resorts. “This brand is about smart design, features inspired by nature, and creating space where guests can be ‘in their element.’”

To bring the ELEMENT brand philosophy of “a space to live your life” to fruition, Starwood eschewed traditional hotel design shops and partnered with leading residential architect, Costas Kondylis, and interior design firm AvroKO, considered innovators in smart space living. The result includes large kitchens with stainless steel appliances, custom-designed closets, in-room offices and gourmet pantries.

ELEMENT is inspired by the Westin hotel brand. Guests will sleep in the famed Heavenly Bed® and experience the large, state-of-the art fitness facilities for which the brand is well known. Other touches will remind guests of Westin, from the signature scent in ELEMENT lobbies to the renewing touches spread throughout the hotel.

“The large market for the concept and the brand’s efficient design, coupled with the strength of Starwood’s marketing platform and Westin’s history of innovation, have generated significant attention from the development community,” said Raymond L. “Rip” Gellein, Jr., President of Starwood’s Global Development Group.

When complete, the ELEMENT prototype will be a fully-documented turn-key solution for owners and developers. Design development plans, pre-determined design packages and specified and sourced furniture, fixtures and equipment all add up to an industry leading development toolkit. From ground breaking to grand opening, the ELEMENT development process is supported by architecture, design, operations and marketing professionals experienced in helping developers succeed.

The ELEMENT growth strategy targets locations in proven markets – urban centres, corporate business parks, airports, resorts and lifestyle centres. The brand will be introduced in major destinations in Asia, Europe, Africa, the Middle East, South America, and North America, and Starwood anticipates 500 hotels worldwide. Travellers will soon be able to find the space to live their life…wherever there travels take them.

Report by The Mole