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25 Sheratons are set to open in 2011, most of them in China

16 of 25 scheduled openings for Sheraton will take place in China, illustrating Sheraton’s ambitions in the emerging market, and consequently, Starwood’s ambitions too since the brand represents 30% of Starwood Hotels and Resorts’ development pipeline. The Asian country is now Starwood’s second biggest market after North America. Furthermore, Sheraton’s sister brand, Four Points by Sheraton is also set to double its presence in China over the next three years. When the hotels open by year’s end, Sheraton’s portfolio in China will include a total of 53 hotels (including a total of four in Shanghai, two in Beijing and two in Guangzhou). Global brand leader for Sheraton Hoyt Harper has even suggested expanding in other key Asian markets, “Our recent brand-wide revitalization and significant investment in new hotel development has also fueled our expansion in many other key markets, including India, Japan and South Korea.” Mr. Harper is referring to Sheraton’s other 2011 openings in Bangalore, Hiroshima, and Seoul.

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