THE joint venture between Arabella Hotel Holding International GmbH & Co, affiliated to the Schörghuber group, and Starwood Hotels & Resorts Worldwide, Inc has been extended to 2037. The joint company has strengthened collaboration in all areas, particularly in marketing and sales. The new agreement gives the joint company ArabellaSheraton Hotelmanagement GmbH access to other Starwood brands, and from January 1 it will be known as ArabellaStarwood Hotels & Resorts. The ArabellaSheraton alliance was formed up to now by 31 hotels in Germany, Austria, Switzerland, Majorca and South Africa, which can now use the following Starwood brands: The Luxury Collection, ArabellaSheraton Hotels & Resorts and Four Points by ArabellaSheraton. Under the new restructuring, the joint company will incorporate the prestigious hotel brands Westin, Le Méridien and St Regis, guaranteeing a clear market strategy. Following the agreement, sales and marketing activities will be concentrated in Germany.
According to Stefan Schörghuber, chairman of the Schörghuber group's board, the joint venture signed with Starwood in 1998 is a key moment in the evolution of our hotel area. The fact that now, because of the dynamic evolution, together with Starwood, we have given this co-operation a new and much wider base is, for me, proof that we are on the right path.
ArabellaSheraton and Starwood joint venture extended