STAMFORD, CT—Starwood Hotels & Resorts Worldwide said Thursday it planned to double the footprint of its Element Hotels brand by 2017. The 15th property of the eco-wise extended-stay brand will mark Element’s first foray outside the US when it opens in Frankfurt this coming September, and Starwood has 15 more properties in the pipeline.
These will include a dual-brand Aloft and Element property scheduled to open in the Tobacco Dock section of East London in ’17, and next year’s launch of Element Suzhou Science and Technology Town, which will make China the only market outside the US where Starwood will operate all nine of its lifestyle brands. There will also be a dual-branded Aloft and Element in Boston, slated for a 2016 opening.
Scheduled to open this summer is Element Harrison, just outside of Newark, NJ. October will see the opening of the Element Hanover-Lebanon in Hanover, NH, part of a new mixed-use complex at the entrance of the Altaria Business Park. The rapid, tech- and energy-driven growth of the Fargo, ND metropolitan area spurred the development of an Element that’s slated to open there in November.
This coming January, Starwood plans to open the Element Vancouver Metrotown in the Vancouver suburb of Burnaby, B.C. It will be the second Element property in Canada, joining one that opened near Toronto. Summer 2015 will bring openings in Bozeman, MT and Orlando, as well as an Element joining an already-open Aloft in Miami-Doral, FL.
“Element is rapidly gaining momentum as financing returns to the market and conditions for new hotel development continue to improve,” says Allison Reid, SVP of North America development at Starwood. “We anticipate the recent deal signings in London and Boston will continue to fuel growth for the brand in both urban and suburban markets around the world.”