The hotel group announced its goal to open 60 new hotels on the Old Continent by 2020, for 40% growth in its current portfolio.

Europe lies at the heart of the development strategy of Starwood Hotels & Resorts. The hotel group plans to open 60 new properties on the continent by 2020, to increase its current portfolio by 40%. In 2013, Starwood had already signed management and franchise contracts to create 12 hotels in the region, and opened seven properties representing 1,200 rooms, in five different countries.

Growth will be concentrated mostly on emerging markets, such as Russia, Turkey, and even countries in the CIS countries. After opening three hotels in Turkey in 2013, Starwood plans to add four more to its network in 2014, under its St Regis, Four Point by Sheraton and Sheraton brands. The group also plans to triple its presence in Russia and CIS countries, with the development of a dozen new properties including seven in Russia and the first Aloft and Luxury Collection hotel chains in Ukraine. It also plans to open properties in Tajikistan and Kazakhstan.

These developments will allow the hotel group to double its portfolio of midscale hotels in the region by 2016, with 12 properties currently underway. The upscale segment is also on the program with five hotels in Starwood's pipeline: W Hotel Amsterdam, W Hotel Milan, W Hotel Tel Aviv, St. Regis Istanbul, and a Luxury Collection in Ukraine.

According to MKG Group's 2014 Report on Europe's hotel industry, on January 1, 2014, Starwood Hotels & Resorts had a portfolio of 135 hotels in the European Union, representing 33,474 rooms. It thus ranks 13th in the classification of hotel groups present in Europe in terms of number of rooms.