LONDON – Five years after Le Méridien’s acquisition by Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), Le Méridien has been redefined, now boasting the brand’s strongest portfolio in its 38-year history and its strongest performance indicators. In a total brand re-launch, from product consolidation to a new and highly innovative brand strategy and a major service culture transformation programme, Le Méridien has catapulted 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 more than 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 highly sought-after contemporary lifestyle brand. With over 85% of its properties located in Europe, Africa, the Middle East and Asia Pacific, Le Méridien provides an international complement to Starwood’s historically strong North American portfolio, contributing to Starwood’s leadership as the most global hospitality company.
“Thanks to Starwood’s industry-leading centralised services and expertise in building leading lifestyle brands, Le Méridien has 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 a complete brand transformation since the Starwood acquisition five years ago. With distinctive positioning and guest initiatives, Le Méridien now attracts a new audience of creative, world-travelling guests who embrace the brand as part of their lives.”
