International hotel management chain seeks partner for Philippine projects

CEBU, Philippines – American hotel management chain Starwood Hotels & Resorts is exploring possibilities to expand its footprint in the Philippines, banking on the country’s high potential for tourism growth.

In his recent visit to Cebu, Charlie Dang, Starwood Hotels and Resorts regional vice president for South East Asia, said that the Philippines is a big and untapped market for the Group’s roster of hospitality brands, which include The Luxury Collection (luxury full-service hotels and resorts), W (luxury and upscale full service hotels, retreats and residences), Westin (luxury and upscale full-service hotels, resorts and residences), Le Meridien (luxury and upscale full-service hotels, resorts and residences), Sheraton (luxury and upscale full-service hotels, resorts and residences), Four Points (select-service hotels), Aloft (select-service hotels), and Element (extended stay hotels).

However, although the company is putting on its “radar” for possible projects in the Philippines, Dang said that it is also important for the company to find a good partner.

“We want to have a good relationship with owners [developers] for our future projects in the Philippines,” Dang said stressing that the company is too meticulous in terms of forging business partnerships.

For now, he said the company is looking for the right partner.

Dang attributed the Philippines attractive environment for hospitality investment, due to its obvious charm for tourism, the increased air connectivity from different points of destinations around the world as well as the 100 million (and growing) population in the country that can also be a good market for tourism related business.

He mentioned the vast traveling Filipinos, who love to travel within the country.

Moreover, Dang said the Philippines’ appeal to international MICE (meetings, incentives, conferences and exhibits) also is a good indication of a profitable hospitality business in the country.

Starwood Hotels & Resorts Worldwide will open its first branded residences property in Southeast Asia, in Mactan Island through its luxury brand Sheraton.

The company makes its come back to the Philippines through a partnership with AppleOne Properties Inc.

The partnership, via the newly established subsidiary of AppleOne Properties, the AppleOne Mactan Inc., will build a total of 250 luxury resort rooms and 186 residential units for its Residences at Sheraton Cebu Mactan Resort feature.

The Residences at Sheraton Cebu is so far the first branded residences to be managed by the company in South East Asia, an indication of the company’s strong confidence of the fertile business potential for luxury living in the Philippines, specifically Cebu.

The Philippines is not an entirely new business territory for Sheraton, as there was a Sheraton Hotel in Manila, few years back. (FREEMAN)