Starwood to open new Sheraton at Parramatta
Starwood Hotels and Resorts’ aggressive expansion into Australia has moved into overdrive with plans to open a new Four Points by Sheraton at Parramatta.
The hotel will have corporate tenants including KPMG and PricewaterhouseCoopers, as well as Western Sydney University, conference facilities and a "brews bar" for all visitors.
The global hotel operator’s strategy is to take advantage of the rapid growth in Western Sydney.
The new hotel will be Starwood’s 12th development in Australia. It has already opened the Four Points by Sheraton at Docklands and is also talking to the owner of the Darling Harbour site regarding its future as an operator.
Other Starwood brands in Australia include the newly-announced Central Park, Aloft Perth Rivervale, The Westin Perth, Aloft Adelaide, Sheraton Adelaide Hotel, The Westin Brisbane, and W Brisbane.
Starwood’s expansion plan comes after it merged with the global Marriott chain in a deal worth $18.7 billion.
Andrew Taylor, the director, acquisitions and development, Starwood Hotels & Resorts, Pacific said the plan was to double the number of hotels under operation around the country when the hotel industry is entering a "golden age".
He said Parramatta would be important for Starwood.
“Parramatta has become a focal point of economic growth in Sydney, with significant investment in a range of building and construction opportunities and hotel occupancy levels reaching a new high," Mr Taylor told the Sydney Morning Herald.
"There is clear demand for a new high-quality international hotel with accommodation and facilities to support the growth of Western Sydney, and Four Points by Sheraton Parramatta will deliver this with its approachable design and stylish comfort brand positioning.
"Hotels must generate income, not just from the rooms, but food and beverage and the growth in the corporate sector of Parramatta will need meeting areas and good food offerings.
"Overall, the hotel business is very strong with tourists and business travel and we will be looking to expand our presence in the capital cities and the regional hubs."
by Leon Gettler, 29th June 2016
