Starwood Looks to Expansion

Starwood says that over 150 markets have been identified as candidates for Project ESW facilities that will involve only new-build projects. The firm expects to execute at least 25 contracts for new ESW facilities in each of the next five years.

Starwood officials say that the extended stay brand will have many elements found in Westin Hotels. Starwood's CEO Steven J. Heyer states that the firm initially considered acquiring an existing extended stay brand, but ultimately decided to launch the ESW project instead. "The product in this segment is frankly pretty boring. Only an innovative, high quality product can appropriately carry the Westin name. We think Westin has a distinct point of view that lends itself particularly well to extended stay, and by doing it ourselves, we've created a fresh concept and a superior product that will appeal to sophisticated travelers who have really had to compromise in the past."

The company is expected to brief top hotel developers about the new brand during this week's New York University International Hospitality Investment Conference. "We've been working with the development community ever since Project ESW was conceived and therefore the brand is already endorsed by leaders in the industry," says Ted Darnall, president of Starwood's Real Estate Group. "Just as 'aloft' has proven to be a hit with the development community with over 100 deals in the works and our first hotel expected to break ground this fall, Project ESW enables developers to enter established markets with a new, more upscale product and the muscle of Starwood behind it."

Company officials say Project ESW facilities will feature "contemporary, urban-inspired studios and one-bedroom suites incorporating many of the latest innovations in smart apartment design." Among the numerous amenities each unit will have include large kitchens, custom-designed closets and built-ins, in-room offices, gourmet pantries and landscaped terraces and pool areas.