Starwood Hotels & Resorts is to invest $300 million into its luxury brand in North America.
The Luxury Collection brand is comprised of world-renowned hotels and resorts offering unique, authentic experiences. The investment includes marquee conversions and landmark renovations across the U.S. including Key West, Lake Tahoe, San Antonio and San Francisco.
The hotel group said domestic demand for luxury travel is now at pre-recession levels, making investment timely.
With the investment plans, The Luxury Collection is on track to surpass 100 hotels in more than 30 countries by the end of 2015.
"We fully recognize the enormous untapped potential of The Luxury Collection, and with these new hotel openings and impressive renovations, Starwood is setting out for The Luxury Collection to become the world’s largest luxury hotel brand by year’s end," said Adam Aron, interim CEO of Starwood Hotels & Resorts.
"As we look to accelerate Starwood’s growth, we are shining an ever brighter spotlight on our world-class hotel brands to further incite innovation and create compelling guest experiences."
