Starwood Sees Opportunity in Florida, Plans to Open Nine Hotels

Starwood Hotels & Resorts said today it plans to open nine hotels in South Florida over the next three years. 

The new properties–under the Aloft, Four Points, and Element brands–will give Starwood a total of 30 hotels in Florida, increasing its properties there by more than 40%. The company said the move was fueled by a growing demand for its specialty select brands as well as a booming market.

Six tech-centered Aloft hotels will open, in Coral Gables, Miami Airport, Aventura, Delray Beach, Weston, and Fort Lauderdale. Four Points, targeted toward business travelers, will add two hotels in Fort Lauderdale and Miami. Starwood’s extended-stay brand, Element, will open in Fort Lauderdale as a dual-branded hotel with Aloft Fort Lauderdale Downtown.