Starwood Hotels & Resorts Worldwide opened its first W Hotel in mainland China — W Guangzhou — earlier this month. The hotel, designed by architect Rocco Yim, is located in Guangzhou’s Pearl River New Town District, a business, entertainment and luxury shopping hub.
Starwood is pursuing an aggressive expansion strategy for the brand with 10 more hotels slated to open in Beijing, Shanghai, Suzhou, and Changsha over the next five years.
According to SmartPlanet, W Hotel is hoping that its “design-led lifestyle brand” will attract China’s growing middle class.
International hotel companies are developing properties at a rapid pace to accommodate both international travelers and Chinese business and leisure travelers. Starwood alone has opened about 50 hotels under its various brands in the last two years.
According to market research firm IBIS World, China is one of the fastest growing tourism markets globally with hotel revenue reaching $39 billion in 2012, and estimated to rise to $56.2 billion by 2017.
photo credit: w hotel