Starwood Hotels & Resorts Worldwide announced that its newest brand, ELEMENT hotels, will require all hotels brand-wide to pursue the U.S. Green Building Council's (USGBC) LEED certification. With its first hotel debuting this summer and more than 20 hotels set to open by the end of 2009, ELEMENT will make history as the first major hotel brand to commit to LEED certification.
Designed for longer stays, and consisting entirely of new-build hotels, ELEMENT will spur widespread green development. ELEMENT designated its first hotel, Starwood-owned ELEMENT Lexington, MA scheduled to open in July 2008, as a working laboratory to test the latest in green construction, products, design and operations. Using these learnings, the ELEMENT brand has created a road map for developers which streamlines certification pursuits and provides a pathway to cost-effective green building. Starwood's research indicates that LEED certification is achievable at a minimal cost premium. In addition, ELEMENT's research shows that the initial investment can be recouped within a few years, given associated operational savings.
"ELEMENT is committed to bringing more green building to our communities, including more than 20 planned ELEMENT hotels which will pursue LEED certification in markets including New York, Chicago, Orlando and Las Vegas" said the hotel operator.
"Leading the way in hotel innovations is part of Starwood's DNA and fundamental to our success," said Frits van Paasschen, Starwood's Chief Executive Officer. "With the launch of ELEMENT, we're creating a new way to build hotels and guest experiences through the lens of environmental responsibility. By testing and refining ELEMENT in our own laboratory, we are developing an economically responsible LEED-certified hotel concept that is accessible to developers and designed to be replicated, promising a more sustainable future."
"ELEMENT's efforts around green are great for the Earth and great for our guests," said Brian McGuinness, ELEMENT hotels' Global Brand Leader. "From improving the quality of the air, to minimizing pollutants and toxic chemicals, to providing ample access to natural light, ELEMENT provides a cleaner, healthier environment and a sense of well being, all designed to help our guests thrive on the road."
"Today's consumers - including guests who stay with us, corporate customers who select hotel providers and the development community who build our hotels - are increasingly demanding green options when they select hotel brands," said Robin Korman, Vice President of Marketing for ELEMENT hotels. "As more cities require LEED certification, Starwood and ELEMENT will be ahead of the industry in terms of developing and operating green hotels."
"The portfolio program provides companies with the tools to integrate LEED into their standard practices," said Doug Gatlin, Vice President of Market Development for the U.S. Green Building Council. "Through Starwood's participation, they have contributed significantly to the development and refinement of this innovative program."
The first ELEMENT hotel opens in Lexington, MA (July 2008), followed by: ELEMENT Summerlin (Las Vegas, NV); ELEMENT Houston Vintage Park (Houston, TX), and ELEMENT Arundel Mills (Baltimore, MD).
Michael Verikios - Tuesday, April 22, 2008