The Starwood Hotels group has been busy in recent months, with the announcement ofa multitude of projectsbut also, on the other hand, the takeover rumours... In fact, after Frits Van Paaschen was dismissed last year because of poor results, Chairman Bruce Duncan called in Lazard Bank to look at all the strategic options, without ruling out a merger with a competitor. Regularly asked about their intentions, Arne Sorenson for Marriott, Sébastien Bazin for AccorHotels and Christopher Nassetta for Hilton have all said they are not interested.
However, even if its future seems unclear, Starwood Hotels is forging ahead, as shown by the following examples the advent of the Tribute Portfolio brand. In the same way as the Luxury Collection, but in the five-star lifestyle segment, this new 'light' brand is intended to welcome independent establishments into its fold. Among the first to join, all in the United States for the moment, are the Royal Palm South Beach in Miami and other historic hotels in Nashville and Savannah.
At the same time, the American group intends to strengthen the appeal of its Sheraton flagship brand. Announced at the beginning of June, the Sheraton 2020 plan revolves around a new visual identity supported by a marketing campaign worth more than 90 million euros, as well as the creation of a Sheraton Grand brand to distinguish the brand's top 100 establishments in the eyes of business travellers. In terms of development, Starwood has set itself the objective of150 new Sheraton hotels to be added over the next five years.
But the future is also about new technologies. In this respect, Starwood is not short of ideas. According to the Skift website, the group is testing intelligent mirrors at Four Points and a carpet with sensors that lights up at night when guests walk into the bathroom at Element. This eco-lifestyle brand has also unveiled a kind of large parasol equipped with solar sensors that not only provides shade, but also recharges its mobile tools. So many innovations to add to the bride's dowry in the event of a forced marriage.
