|Negresco hotel in Nice|
Starwood Hotels & Resorts, which owns such brands as St. Regis and W, will look to spread its wings even further in Europe, angling to partner with family-owned independent hotels, Bloomberg reports.
"There are a lot of family-owned, independent luxury hotels that sit trying to connect to the kind of customers we already have," Michael Wale, the senior vice president for northwest Europe, told Bloomberg. "We’re starting to talk to those owners," he continued, citing such hotels as the Negresco in Nice, France, which is a member of The Leading Hotels of the World.
Starwood told Bloomberg that it "plans to open 50 hotels in Europe, Africa and the Middle East over the next three to five years" and sees the luxury sector as a target.
The company will also seek to expand its Aloft brand.