Starwood unveils a new Element

A new extended-stay hotel brand called Element is being launched by Starwood Hotels.

A brand extension of Westin Hotels, up to 500 Element properties worldwide are envisaged.

Starwood estimates that one million of its guests used an extended stay hotel in the last year, enough to support more than 150 element properties in the US alone.

The first property is due to open in Lexington, Massachusetts in early 2008.

The brand’s growth strategy targets locations in proven markets – urban centres, corporate business parks, airports, resorts and lifestyle centres, Starwood said.  Hotels will be introduced in major destinations in Asia, Europe, Africa, the Middle East, South America and North America.

“The level of developer interest—before the brand even had a name—is unprecedented,” claimed Raymond Gellein, Jr., president of Starwood’s global development group. “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.”

Report by Phil Davies