Since opening the Tibet autonomous region's first five-star hotel in June, Starwood Hotels & Resorts Worldwide, Inc, is planning to add more than 90 hotels to its existing network of 70 in China.

China is Starwood's second largest hotel market after the United States. In 2011, the company will open a new hotel in China every two weeks.

To promote Starwood's growth in China, the company will move its senior leadership team to China for one month.

From June 8 through July 11, Starwood's president and CEO Frits van Paasschen and the company's top executives will be headquartered in Shanghai, where they will conduct their day-to-day business.

"China is one of the world's fastest-growing domestic and outbound travel markets," Van Paasschen says.

"China continues to be the richest source of new Starwood travelers with enrollment in our Starwood Preferred Guest Loyalty Program jumping 71 percent due to the strength of our growing hotel portfolio and distinct brands that resonate with Chinese travelers."

With the Chinese traveler in mind, Starwood opened one of the country's largest hospitality customer contact centers to take care of the distinct needs of Chinese guests. The company also added comprehensive online booking capabilities, in Chinese, to all of its websites.

"When they travel abroad, Chinese will stay with the hotel brands they know from home," Van Paasschen says.

"What we see is that travelers today want the brand they choose to say something about them. They are looking for brands with personality, which is our strength."

Starwood Hotels & Resorts Worldwide, Inc, is one of the world's leading hotel and leisure companies, with 1,051 properties in 100 countries and territories, and 145,000 employees at its owned and managed properties.

Starwood's first-mover advantage in China dates back to 1985, with the landmark debut of The Great Wall Sheraton Hotel in Beijing, which is known as the first internationally branded hotel in the China.

The company is a fully integrated owner, operator and franchiser of hotels, resorts and residences, including such internationally renowned brands as St. Regis, Westin and Sheraton.

China Daily

(China Daily 06/18/2011 page13)