The Starwood group of luxury hotels is planning to increase the number of properties under the W brand to 60 by 2015. The brand has recently launched the 42nd hotel in its portfolio, which is the W Paris Opera.
The official launch took place last week and this latest addition to Paris’ luxury hotels is located in a building that dates back to the 1870s in the 9th arrondissement in the city. It is directly opposite the Opera Garnier building. The hotel has more than 90 rooms and suites, and the centre of the city is easily reached. The restaurant at the hotel is being run by Sergi Arola, a chef with two Michelin stars to his name; it is the first venture in France for him.
The hotel offers a new kind of modern luxury that many of the other luxury hotels in the city do not have, and it is this that is expected to ensure the success of the new hotel.
The W brand is expected to be joined by luxury hotels located in Bangkok, Singapore, Milan, Verbier and Guangzhou in the near future. The hotel in Singapore is due to open in the summer of 2012 and others will follow at the end of this year and the beginning of next year.
The company is determined, however, to only launch in a city if it is right for the W brand. The cities that attract new development are those which are fashionable destinations or which have a reputation as a design centre. Other locations that are being considered include Amsterdam, Berlin and Moscow.
Author – Callum Davies