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Brief Published: 16 Jun 2011

Starwood Opens HQ in China


Starwood Hotels & Resorts Worldwide Inc. has moved its senior leadership team to China for one month. Starwood president & CEO Frits van Paasschen and the company's top executives will be located in headquarters in Shanghai.

This bold move illustrates the importance the company is placing on growth in Asia, and particularly China. Eighty per cent of the brand's future openings will take place outside of the US. China continues to be the greatest source of new loyal travellers for Starwood, increasing by 71% in 2010.

Pending the success of the temporary managerial move, the company intends to implement a month-long global relocation annually. The other high-growth markets it plans to target include Brazil, India and the United Arab Emirates.