Despite Marriott Merger, Starwood Isn't Easing Up on Element Hotel Rollouts
Skift Take
In fact, given all the praise that Marriott CEO Arne Sorenson has heaped on Element in recent weeks, it wouldn’t surprise us if Element’s growth gets even bigger when Marriott takes over. Element hotel owners and developers are probably thanking their lucky stars, too, knowing this brand won’t be going away anytime soon.
When Starwood Hotels and Resorts debuted Element hotels back in 2008, it was marketed primarily as a lifestyle-driven, eco-friendly, extended stay brand, just before an industry-wide sustainability movement took hold. Eight years forward, those core brand elements remain, and the brand’s global footprint continues to grow, despite — or perhaps propelled by — Starwood’s upcoming merger with Marriott International.
Today, there are a total of 22 Element hotels worldwide. By 2018, that number nearly triple to 46. Over the next two years, 22 new Element hotels are scheduled to open in the U.S. and Canada alone, doubling the brand’s current North American portfolio. In the past 12 months, six North American properties opened, and on April 14, the second European Element hotel opened i
