Starwood Hotels & Resorts has announced it is to launch its eco-conscious Element Hotels brand in Europe. The first hotel will be located at Gateway Gardens, a newly developed business district close to Frankfurt Airport.

Starwood is pursuing international expansion of its eco-friendly Element by Westin brand, choosing the city of Frankfurt for its first hotel in Europe after signing an agreement with Munich-based development company Bari Gruppe GmbH & Co. KG. The 133-room Element Frankfurt Airport is scheduled to open in 2014 and will be followed by further hotels in Germany, where the brand sees strong demand and potential for growth. Element, which was created in 2008 and currently operates 10 hotels across the US, proposes “comfort with a conscience”, LEED (Leadership in Energy and Environmental Design) being mandatory in all its properties. The brand targets for business and leisure travelers alike.Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa & Middle East, said, "We see great opportunities to grow the Element brand in markets such as Germany, where there is a strong demand for affordable and innovative hotel brands. The signing of Element Frankfurt Airport underlines Starwood's continued commitment to expanding our portfolio globally and particularly in Europe." Starwood Hotels & Resorts is already present in Germany where it operates 25 hotels, and will bring its portfolio of hotels in Frankfurt to five with the new opening.