Starwood Is Expanding Its Select-Service Footprint in New York

Starwood announced plans today to expand its portfolio of Speciality Select brands in New York State from 12 properties to 22 properties by the end of 2018, with much of that growth happening in New York City.

Starwood’s select-service brands include Aloft, Element, and Four Points, all of which represent the mid-market category.

“As Starwood’s global pipeline driver, Aloft, Element and Four Points have never been stronger, and are rapidly expanding across New York, due to the success of the brands’ distinct lifestyle positioning and widespread appeal among today’s international traveler,” said Brian McGuinness, global brand leader of Specialty Select brands, Starwood.

The first opening will be the Four Points New York Downtown on January 28, with Element Spring Valley in Spring Valley, New York, in September 2018 slated to be the last. Other locations include Aloft Syracuse Inner Harbor (June 1, 2016); Four Points Manhattan Hudson Yards (September 1, 2016); Aloft Long Island City (December, 2016); Aloft New York LaGuardia Airport (February, 2017); Aloft New York Midtown (December, 2017); Aloft New York Hudson Yards (February, 2018); Four Points Flushing (April, 2018); and Element Syracuse Inner Harbor (May, 2018)

Starwood’s announcement reflects a larger trend in the hotel sector of a rise in the number of and demand for select-service properties around the country. News of Starwood’s proposed growth also comes amid a merger and acquisition frenzy that kicked off at the end of last year with Marriott’s deal to buy Starwood and was followed up by Destination Hotels merger with Commune Hotels and Resorts last week.

Hilton also unveiled plans to expand its footprint on Monday with the launch of Tru, a brand that aims to compete with economy and midscale chains like Comfort Inn, Fairfield Inn, and La Quinta.