Home' Hotel Management : HM APRIL 2015 Contents SHERATON ON TARGET
TO HIT 500 HOTELS
Starwood Hotels and Resorts
Worldwide revealed at this year’s
IHIF that its Sheraton brand is
continuing to power ahead across
the globe with at least 20 new hotel
openings expected by year’s end.
Driving that is new markets,
with Sheraton set to enter Sri
Lanka and Romania this year,
building upon the momentum of
its 2014 debut in Tajikistan and the
February 2015 launch in Samoa.
Strong demand across Asia
Pacific is driving future pipeline
growth, putting Sheraton on track to cross the 500th hotel milestone in 2016.
“Boasting the largest and most global portfolio of all of Starwood’s
brands, Sheraton expects to open more than 50 hotels and enter another
14 countries by the end of 2018,” said Sheraton Hotels and Resorts’
Global Brand Leader, Hoyt Harper.
“ This continued expansion follows our multi-billion dollar investment
to enhance the brand over the past several years.
“Sheraton has enjoyed phenomenal success with global travelers due
to its dynamic brand-led programming and innovative social spaces that
engage and inspire guests to connect with what matters most, no matter
where they are in the world.”
Sheraton will open more than one-third of its new hotels in Asia
Pacific in 2015, driven by accelerating demand across China.
“Sheraton holds firm in helping to widen Starwood’s lead as the
largest upper upscale and luxury hotel operator in Asia Pacific, including
China, accounting for nearly 46% of the company ’s rooms in the region,”
said Starwood’s President of Global Development, Simon Turner.
“Building on its ‘first-mover’ legacy, Sheraton has facilitated the
development of meaningful, long-term relationships with owners and
developers in mature and emerging markets not only in Asia Pacific, but
in all corners of the world, paving the way for the further development of
all of Starwood’s high-calibre brands.”
Sheraton is extending its reach in Europe with several debuts in
sought-after destinations. Key openings this year include Sheraton
Lake Como Hotel, the brand’s eighth in Italy. Sheraton will also enter
Romania this year with the opening of Sheraton Bucharest, a strategic
conversion in an ideal downtown location.
OVER 175,000 ATTEND ITB BERLIN
Despite international crises and the risk of political conflict around the
world, as the 2015 holiday season begins the economic prospects for the
global travel industry could not be better for the months to come.
When ITB Berlin, the world’s largest travel trade show which
attracted 175,000 visitors, closed its doors, the conclusion was as follows:
boosted by falling energy prices, reduced interest rates, low inflation and
positive economic forecasts for the eurozone and North America, the
travel industry has high expectations as the 2015 travel season beckons.
In Germany in particular consumers are keen to travel. Wage increases
and a consistently stable employment market coupled with the falling
cost of living have significantly increased spending. More than ever, this
is why people are willing to spend their money on holidays. The luxury
travel segment in particular stands to benefit.
From 4 to 8 March 2015 10,096 exhibitors from 186 countries,
more than two-thirds of whom were from abroad, were represented in
26 display halls which were fully booked. Overall, some 115,000 trade
visitors (2014: 114,000) travelled to Berlin. The share of trade visitors
from abroad increased to 43 per cent (2014: 40 per cent). These visitors
also remained longer at ITB Berlin because they did good business,
with the average duration of a stay rising to 2.4 days (2014: 2.1 days).
According to estimates by Messe
Berlin the volume of sales at the
world’s leading travel trade show
increased from around 6.5 billion
euros in 2014 to 6.7 billion euros.
“More than ever ITB Berlin
fulfils the function of the world’s
leading think tank and a shop
window for the travel industry,”
said Messe Berlin CEO, Dr.
“ This is where the
opportunities and risks are
debated and the potential impact
of the sharing economy on the
international travel industry is
analysed. Over the past few days ITB Berlin has provided further evidence
of how important personal exchanges and meetings between people are for
an industry that is increasingly dominated by the digital transition.”
Trends at ITB Berlin 2015 included the massive rise in the use of
mobile devices to book trips, a phenomenon that has now become the
norm. Improved software means that travel websites are becoming more
attractive and easier to use. Hotels are also witnessing the impact of
digital trends. Smartphone functions are increasingly taking over from
room keys. Travel apps are developing rapidly and becoming evermore
widespread with the use of latest-generation smartphones. At the
eTravel World numerous experts debated the latest developments in
digital marketing, social media and mobile travel services. The 40 per
cent increase in papers and discussions held on the eTravel Stage and at
the eTravel Lab showed how important these topics have become for the
According to Messe Berlin all the main travel destinations will
benefit from the prevailing positive mood: big European cities,
Mediterranean countries and faraway destinations. A fact particularly
worth noting is that Germany as a travel destination continues to break
all records. The tourism market in Germany has grown for the fifth
year in succession in every single federal State, and this positive trend is
set to continue in 2015. For North Americans the cost of travelling to
Germany has fallen to unprecedented low levels due to the strength of
ACCOR ASIA-PACIFIC’S STAR-STUDDED EVENT
Accor Asia Pacific’s ITB VIP Dinner this year played host to a
spectacular performance from Les Misérables featuring 18 former cast
members drawn from around the world.
The performance was an intimate rendition of the shows most beloved
musical numbers, featuring West End and Broadway leading man Earl
Carpenter, Australian musical theatre star Daniel Koek and the incredible
talents of Sophia Ragavelas and Laura Tebbutt.
The performance took take place at Accor hotel’s client dinner on
Wednesday 4th March at the Sofitel Berlin Gendarmenmarkt and was
once again an absolute highlight of the ITB calendar.
“ We were delighted to bring together this amazing company of
performers, who have all appeared in Les Misérables, to perform for our
VIP guests,” said Accor Asia Pacific’s Chief Marketing and Distribution
Officer, Graham Wilson.
“Over the years we have showcased some amazing talent at our ITB
dinners including the London cast of The Lion King and the New
York cast of Jersey Boys, but this year’s performance of Les Misérables
promises to be the most memorable we have done and I am thrilled we
have been able to bring together such amazing international talent for
this private event,” Wilson said. n
To view the exclusive videos from IHIF and ITB,
The CEOs panel at IHIF 2015
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