AMSTERDAM, Netherlands – Starwood Hotels & Resorts Worldwide, Inc today announced the launch of its eco-incubator Element brand in The Netherlands. The opening of Element Amsterdam marks the second Element hotel in Europe, following Element Frankfurt Airport Hotel which opened in 2014. The hotel is located in the vibrant Zuidas area of Amsterdam, one of the city’s main business districts. An adaptive re-use project, the hotel is located in a former office building at the Gelderlandplein shopping mall.
“Together with Bari Gruppe, we introduced the Element brand into Europe in 2014 with Element Frankfurt Airport Hotel, shaking up the traditional extended stay experience for healthy active global travellers. We are thrilled to expand our collaboration with the debut of our second Element Hotel,” Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa & Middle East. “Element Amsterdam offers a fresh new option for travellers who want a bright, energizing environment, great design and everything they need for smart, sustainable living.”
As the first major hotel brand to mandate that all properties pursue sustainable certifications, Element is recognized as an industry leader in the eco-space and offers travellers a reimagined interpretation of the traditional hotel experience with natural light, modern design, healthy options and eco-minded sensibilities. Providing an atmosphere that fuels life in balance and on the move, this reimagined experience is perfect for the traveller who is visiting for a few days or a few weeks.
“We are delighted to open a second Element Hotel in Europe and to work with Starwood Hotels & Resorts once again,” Marco Bari, Managing Director & CEO, Bari Gruppe GmbH & Co. KG added. “One of the industry’s most innovative brands, Element appeals to business and leisure travellers with its emphasis on clean, sustainable living and long-stay accommodation.”
“We are thrilled to introduce Element to the vibrant and forward-looking city of Amsterdam—an ideal fit for the brand,” said Brian McGuinness, Global Brand Leader, Starwood’s Specialty Select Brands. “On track to more than double its global portfolio in the next three years, Element fills a much-needed niche in the market and caters to travellers who seek a smart and sustainable experience when they are on the move.”
Starwood has four hotels in The Netherlands: the Sheraton Amsterdam Airport Hotel; Hotel Des Indes, The Hague, a Luxury Collection Hotel and the recently opened W Amsterdam.