Starwood has big NYC plans

Starwood said its New York City plans include the redevelopment this year of its Sheraton Manhattan at Times Square, located at 51st Street and Seventh Avenue, and the opening of six more New York hotels in 2010; it already has 13 in the city. In April, Starwood will take the Sheraton name off the Sheraton Manhattan and operate it as “a non-branded Starwood property” while it finalizes its redevelopment plan. The hotel will remain open and will still be a member of the Starwood Preferred Guest plan; but it will be an independent location because “the hotel does not currently meet the upgraded standards of the Sheraton brand,” Starwood said. The company also plans to spend $90 million this year renovating the nearby Sheraton New York Hotel & Towers. Starwood said its new openings in New York this year will include Sheratons in Brooklyn and in Manhattan’s Tribeca district; the W New York Downtown; and a Four Points by Sheraton in Long Island City, Queens, as well as an Aloft property in Brooklyn and an Element in Manhattan near Times Square.

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