Starwood expands Four Points brand in Korea

Starwood Hotels & Resorts has signed an agreement to open a new Four Points by Sheraton hotel in Seoul‘s Gangnam district.

Just a few months after the opening of South Korea’s first upper-midscale Four Points by Sheraton, also located in the country’s capital, Starwood penned a deal for the new Four Points by Sheraton Seoul Gangnam. Scheduled to open by March 2018, this new-build hotel will be feature 199 rooms.

“We are thrilled to welcome the second Four Points hotel to Seoul, one of the world’s most prominent tourism hotspots and one of East Asia’s most bustling cities,” said Lothar Pehl, senior vice president of operations & global initiatives for Starwood Asia Pacific.

“The country’s economic strength and visitor appeal has spurred demand for contemporary mid-market accommodations; and we are confident that Four Points Seoul Gangnam, with its stylish comforts, will resonate with travellers.”

Starwood now operates eight hotels in South Korea, covering its W, Westin, Sheraton, Four Points and Aloft brands. As well as the Four Points by Sheraton Seoul Gangnam, the company has a two more hotels in its Korean pipeline; the Sheraton Daegu Hotel and The Parnas, a Luxury Collection Hotel, Seoul.

“Starwood’s global multi-brand growth strategy focuses on both established and emerging economies,” said Rajit Sukumaran, senior vice president of acquisitions s& development for Starwood Asia Pacific. “With its choice location in Seoul’s bustling Gangnam area, which draws both business and leisure travellers, Four Points Seoul, Gangnam reflects the perfect pairing of the right brand with the right development opportunity.”