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Starwood Hotels & Resorts Worldwide, Inc. has unveiled its newest hotel brand: ELEMENT, created by the team behind Westin Hotels & Resorts. Incorporating smart design, modern style and a social environment, ELEMENT is targeted to travellers staying for an extended period of time, and promises to help guests live their best lives on the road. In September, Starwood unveiled the brand to North American developers and will shortly introduce the new brand to the Asia Pacific market at the Hotel Investment Conference (HICAP) in Hong Kong during the second leg of a global road show. The brand is currently developing a custom prototype for Asia Pacific that will appeal to travellers visiting the diverse region.
ELEMENT will feature several signature flourishes that evoke nature. A dramatic multi-story window-wall will flood ELEMENT’s lobbies with natural light. Public spaces in the hotels will also include a tranquil water feature and design touches inspired by nature. ELEMENT will also incorporate an outdoor haven, with a courtyard and patio where guests are invited to socialize and relax by an outdoor fire pit and barbeque. During their stays, guests will discover smart design features that will make their stays easier, from modular furniture designed to encourage multi-tasking and productivity, to swivelling flat-screen televisions.
ELEMENT is inspired by the Westin hotel brand. Guests will sleep in the famed Heavenly Bed® and experience the large, state-of-the art fitness facilities for which the brand is well known. Other touches will remind guests of Westin, from the signature scent in ELEMENT lobbies to the renewing touches spread throughout the hotel.
When complete, the ELEMENT prototype will be a fully-documented turn-key solution for owners and developers. Design development plans, pre-determined design packages and specified and sourced furniture, fixtures and equipment all add up to an industry leading development toolkit. From ground breaking to grand opening, the ELEMENT development process is supported by architecture, design, operations and marketing professionals experienced in helping developers succeed
The ELEMENT growth strategy targets locations in proven markets – urban centres, corporate business parks, airports, resorts and lifestyle centres. The brand will be introduced in major destinations in Asia, Europe, Africa, the Middle East, South America, and North America, and Starwood anticipates 500 hotels worldwide. Travellers will soon be able to find the space to live their life…wherever there travels take them.
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