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Aloft Hotels and Four Points by Sheraton bet big on India holidays

  • 12-Apr-10 17:22
  • India
  • Holiday Industry

Starwood's newest and hippest tech-savvy brand of Aloft hotels and its sister sub-brand of "Uncomplicated Comfort" Four Points by Sheraton are set to open a range of new hotels in India as they bet big on the India holidays market.

Aloft Hotels and Four Points by Sheraton bet big on India holidays

In a move that places a significant vote of confidence for India holidays and the country’s burgeoning travel market, Starwood Hotels and Resorts Worldwide, Inc. which already boast the largest upper-upscale and luxury India hotels of any U.S.-based hotel company – is launching a major expansion of its mid-market brands in the country.

This news were unveiled as Frits van Paasschen, Starwood president and CEO together with the company’s leadership team embark on India holidays for a two-week tour of the country to meet with Indian hotel owners, developers and team members.

Starwood’s exclusive sub-brand of Aloft, the sizzling tech-savvy brand that has rocked the U.S. hospitality industry plans to make its debut in India this year by entering India hotels market with three new properties scheduled for 2010 alone. Aimed at Generation Y, Aloft is Starwood’s design-led, social-experience brand that has enjoyed the fastest ramp-up of any brand in hotel history. As a young, tech-driven society, India holidays will become a key market for Aloft’s development outside of the United States.

Ambitious Aloft expects to operate six hotels in India by 2012, more than any other country in the Asia-Pacific region. The new Aloft India hotels to debut in 2010 will be: Aloft Chennai-OMR-IT Expressway, Aloft Bengaluru-Whitefield, and Aloft Coimbatore Singanallur. In the meantime for next year, Starwood will continue full steam ahead with the opening of Aloft Ahmedabad, SG Road, Aloft Chandigarh Zirakpur, and a second Bangalore hotel, Aloft Bengaluru Cessna Business Park.

“All signs point to India as a place Starwood wants to grow, and our focus here reflects a real excitement about India’s future,” said Frits van Paasschen, Starwood’s CEO when commenting on the company’s big expectations for the growth of the India holidays market. “While we’ve had a long and successful presence in India, and our brands enjoy loyal followings here, India’s potential presents new opportunities.”

He added that as it grows in India with the building of more India hotels, Starwood’s investments will add thousands of new hotel rooms to India’s tourism infrastructure, and in the process it will also be adding more than 4,000 jobs to the Indian economy,.

All of Aloft and Four Points by Sheraton hotels in India will be new builds, bringing a new generation of sleek, modern, and youthful mid-market India hotels to the country for the enjoyment of natives and tourists on India holidays.

Starwood’s legacy in India began in 1973, when its Sheraton brand debuted in Mumbai. The company has since grown the portfolio to 26 hotels under its Westin, Sheraton, Four Points by Sheraton, The Luxury Collection and Le Méridien brands.

Van Paasschen, says that India holidays have actually been “under-hoteled”, with a total of just 100,000 hotel rooms; while New York City alone has 80,000 rooms.

When you consider the growth of India’s middle class, the incredible expansion of outsourcing, the country’s rising affluence, and a plugged-in younger generation with a thirst for international brands, it’s easy to see why we’re eager to deepen our roots here.”

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