Starwood Hotels & Resorts Worldwide announced that it will double the portfolio of its eco-wise Element Hotels brand in the next two years. On track to open its 15th hotel later this year, Element has another 15 hotels slated to open by the end of 2017. With four new hotels opening in 2014, Element will expand outside of North America for the first time with the opening of Element Frankfurt Airport in September. In 2015, the launch of Element Suzhou Science and Technology Town will mark another milestone for Starwood, making China the only market outside of the United States where Starwood will operate all nine of its lifestyle brands. Additionally, rising demand for Element has led to an increase in dual-branded hotel developments featuring Starwood’s Aloft and Element brands in major metropolitan markets. Starwood recently signed deals to open Aloft and Element Boston Waterfront in 2016, directly across the street from the Boston Convention and Exhibition Center in the South Boston Waterfront District. In 2017, Starwood will open an Aloft and Element dual-hotel development in the historic Tobacco Dock section of East London, marking the Element brand’s debut in the United Kingdom. Read the full release over at The Wall Street Journal.
