Starwood to roll out eco-friendly brand in China

Brian McGuinness and Vincent Ong, Starwood Asia Pacific's senior director of brand management, celebrate the launch of the Element brand
Brian McGuinness and Vincent Ong, Starwood Asia Pacific’s senior director of brand management, celebrate the launch of the Element brand

Starwood Hotels & Resorts has announced plans to expand its Element brand across China.

The brand, which is focused on eco-friendly design and sustainability, made its Asian debut in China in June with the opening of the Element Suzhou Science & Technology Town. And now the company has unveiled plans for three new Element hotels, in Zhangjiakou, Sanya and Tianjin.

“Element is experiencing tremendous growth momentum, fuelled by strong demand from consumers who are increasingly interested in environmentally-friendly practices and sustainable living,” said Brian McGuinness, Starwood’s senior vice president of specialty select brands. “As we continue to expand our portfolio, we’re constantly looking for innovative ways to redefine the traditional hotel experience.”

The next new Chinese Element hotel to open will be the Element Chongli. Scheduled to launch in 2017, this 150-room hotel will be situated in Zhangjiakou, Hebei province, which will host the mountain sports during the 2022 Winter Olympics.

Then in 2018, the Element Sanya Haitang Bay will open in Hainan province. This 204-room hotel will offer views of the South China Sea. And finally in 2019, the 200-room Element Tianjin Beichen will open in the port city of Tianjin, overlooking the Northern Canal of the Hai River.

Element hotels are all new-build properties, designed using sustainable products and practices. These include the use of energy efficient LED lighting, electric-vehicle charging stations, filtered water, green materials such as low-VOC paints and recycled-content carpeting.

To date, there are 18 Element hotels worldwide, with 16 in North America, one in Europe and one in Asia Pacific.

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