FIVE YEARS AFTER STARWOOD
LE MERIDIEN EMERGES WITH NEW BRAND
DIRECTION AND THE STRONGEST
In this New Era, Le Méridien Provides a New Perspective for Guests
November 29, 2010 – Five years after Le Méridien brand’s acquisition
by Starwood Hotels and Resorts Worldwide, Inc. (NYSE: HOT), Le
Méridien has been re-defined, now boasting the brand’s strongest
portfolio in its 38 year history and its strongest performance indicators.
A total brand re-launch, from product consolidation to a new and
highly innovative brand strategy, including a large-scale service culture
transformation program, has catapulted Le Méridien brand into a new
era. Over the past five years, Starwood has applied its brand building
prowess to Le Méridien, which has re-imagined the hotel experience to
cater to the world’s creative class of 150 million people globally.
Now represented by 105 properties in 50 countries spanning five
continents, Le Méridien has undergone a dramatic re-launch to become
a sought-after, contemporary, design-led lifestyle brand. With 85% of
its properties located in Europe, Africa, the Middle East and Asia-
Pacific, Le Méridien Hotels & Resorts provides an international
complement to Starwood’s strong North American portfolio and has
accelerated Starwood’s leadership as the most global hospitality
“Starwood’s industry leading centralized services plus its expertise in
building leading lifestyle brands has turned out to give Le Méridien a
new life and a bright future,” said Eva Ziegler, Starwood’s Global
Brand Leader for Le Méridien and W Hotels Worldwide. “The result
has been unprecedented success and transformation since the Starwood
acquisition five years ago. With our distinctive positioning and guest
initiatives we have started to attract a new audience of creative, world-
traveling guests who embrace the brand as part of their lives.”
BEST PORTFOLIO IN BRAND HISTORY
Today, there are currently 105 Le Méridien hotels globally.
Since the Starwood acquisition in 2005, the company has exited 45
Le Méridien hotels that did not meet standards under Starwood.
50% of Le Méridien hotels have been renovated or will be renovated
by end 2012.
Starwood has opened 20 new Le Meridien hotels in the past five
years, including San Francisco (USA), Minneapolis (USA),
Philadelphia (USA), Panama City (Panama), Shanghai (China),
Bangkok (Thailand), Chongqing (China), Xiamen (China), and
Taipei (Taiwan), among others.
Starwood has announced 10 new Le Méridien properties in its global
pipeline for the coming years in key markets, including: Oran
(Algeria), Istanbul (Turkey), Cairo (Egypt), Lagos (Nigeria),
Zhengzhou (China), Xian (China), Lonavala (India),
Mahabaleshwar (India), Hô Chí Minh-Ville (Vietnam), and Doha
North America and Asia Pacific, specifically offer strong growth
opportunities for Le Méridien brand.
BEST PERFORMANCE IN BRAND HISTORY
Since the Starwood acquisition, Le Méridien brand has seen:
Highest levels of guest satisfaction in the history of the brand
Global average daily rate (ADR) reach the highest in the history of
RevPAR index at the brand’s highest level ever at 105.4 points in
The European portfolio reach its highest RevPAR index of 113%
compared to its competitive set
Europe become the strongest performing region in terms of
RevPAR and RevPAR index – $129.60 and 112.2, respectively
Nearly 45% percent of Le Méridien guests as Starwood Preferred
Guest (SPG) members – further proof of Starwood’s powerful
contribution to the brand’s performance
Double digit growth year-over-year in room nights booked by SPG
The amount of Le Méridien stays booked online double in past four
LE MERIDIEN: A FORWARD LOOKING, DESIGN-LED
Under Starwood, Le Méridien Hotels & Resorts has launched a new
brand direction that aims to provide a new perspective through culture
to the creative class, the brand’s aspirational target guest. In this light a
series of brand initiatives have come to life inside the hotels through a
bold, boundary-breaking “curatorial” cultural program.
In 2006, Le Méridien appointed Jérôme Sans, currently director of
the Ullens Center for Contemporary Art in Beijing, as Global Cultural
Curator for the brand.
Sans and Le Méridien founded LM100™: a global family of
cultural innovators who work together to create interactive cultural
experiences into the hotels.
With Jérôme Sans Le Méridien introduced Unlock Art™ a program
that grants guests complimentary access to a local cultural
contemporary center through one-of-a-kind key cards created by a
range of LM100.
Le Meridien arrival experience was the first step to transform its
lobbies into “hubs” around the world, which will offer a creative
environment consisting of contemporary curated art in high impact
areas and a coffeehouse atmosphere.
In 2010, Le Méridien introduced “A New Perspective,” a signature
event series made up of culture talks with global and local creative
spirits and designed to inspire and stimulate guests as well as the local
Beginning in 2011, Le Méridien will re-launch its lobby spaces as
creative hubs, a key initiative for the brand. The “hub” concept is
currently being piloted at some of LeMéridien’s flagship hotels around
the world and will ensure the environment created, the food & beverage
experiences provided, and programming through a curated art
approach, are authentic and unique to Le Méridien.
LE MERIDIEN IS AN AWARD WINNING BRAND
In 2010, Business Travel News awarded Le Méridien the number
one spot in its ranking of Overall Upper Upscale Business Hotels in
Le Méridien arrival experience was named the Most Innovative
Concept in the Upscale Hotel Industry at the 2009 Worldwide
Hospitality Awards in Paris.
In 2009, Condé Nast Traveler nominated six Le Méridien
properties as the World’s Best Places to Stay; the magazine’s Gold List
2009 winners include Le Méridien Bangkok andLe Méridien Chiang
About Starwood Hotels & Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel
and leisure companies in the world with 1025 properties in 100
countries and territories with 145,000 employees at its owned and
managed properties. Starwood Hotels is a fully integrated owner,
operator and franchisor of hotels, resorts and residences with the
following internationally renowned brands: St. Regis®, The Luxury
Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points®
by Sheraton, and the recently launched Aloft®, and Element SM.
Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of
the premier developers and operators of high quality vacation interval
ownership resorts. For more information, please
Sylvain Poisson // iTem Press & Public Relations
+33 (0)1 42 77 61 75 // Sylvain.Poisson@item-pr.com
Cynthia Bond / Dan Young // Starwood Hotels & Resorts, Canada
416-947-4827 416-947-4948 // email@example.com /