STARWOOD Hotels & Resorts Worldwide is expanding its portfolio in China, fuelled by increasing affluence in the country, as well as growing demand in second- and third-tier cities.

After surpassing its 100^th hotel milestone in China earlier this year (TTG Asia e-Daily, April 25, 2012), Starwood has another 100 hotels in the pipeline. Greater China is the group’s second largest market outside the US.

Qian Jin, president, Greater China, Starwood Hotels & Resorts Worldwide, said: “Our portfolio of distinct brands and brand recognition across China and around the world allow us to enter multiple resort destinations like Hainan, leveraging collective local scale without cannibalizing business, so we get more than our share of new business.”

Sheraton, which is leading Starwood’s expansion in China, is on track to reach 90 hotels in Greater China by 2016. Other brands with openings in the works include W Hotels, The Westin, Le Méridien, Four Points by Sheraton, Aloft and St. Regis.

The group's inaugural W Hotel in China will debut in Guangzhou in early 2013. Another four W Hotels are scheduled to open in Macau, Beijing, Shanghai and Changsha by 2017.

The Hongta Hotel, Twelve at Hengshan in Shanghai, and The Royal Begonia on Hainan Island, China’s first Luxury Collection resort, will open this year under Starwood’s Luxury Collection brand. Five more Luxury Collection hotels will be launched in Dalian, Hangzhou, Suzhou, Xiamen and Nanning by 2016.

Meanwhile, Starwood’s first dual-branded ski resort, The Westin and Sheraton Changbaishan, will open in July.