PHOTO: Santa Marina resort in Mykonos, Greece is one of the hotels readying for a restoration. (Courtesy of Starwood Hotels & Resorts)

THE PULSE: The Luxury Collection’s expansion includes restorations across Europe.

WHY IT RATES: As the hotel industry continues to build almost exclusively for the luxury segment, differentiation at the top becomes extremely important. In these Luxury Collection star properties, Starwood can pull rank with hotels that have built reputations across generations of travelers. You can’t go out and buy history. – James Ruggia, TravelPulse Europe editor

On the heels of Starwood Hotels & Resorts Worldwide, Inc. and its partners investing more than 150 million euro to restore four of Europe’s most iconic hotels under The Luxury Collection, the company will continue its commitment to the brand’s portfolio with restorations planned for hotels in Europe and Middle East this year. The additional investment of over 300 million euro includes the restoration of Hotel Imperial in Vienna, Austria; Excelsior Hotel Gallia in Milan, Italy; Santa Marina resort in Mykonos, Greece; and Grand Hills in Broumana, Lebanon.

In the past 24 months, Starwood and its partners have restored and reopened The Gritti Palace in Venice, Prince de Galles in Paris, Hotel Alfonso XIII in Seville and Hotel Maria Cristina in San Sebastian. Additionally, The Luxury Collection unveiled restored public spaces and enhanced guest accommodations in historic hotels, including Hotel Bristol in Vienna and Hotel Danieli in Venice, introduced new villas to Hotel Pitrizza and Hotel Romazzino at Costa Smeralda in Sardinia and completed the redesign of The Park Tower Knightsbridge in time for its 40th anniversary last July.

“Together with our owner partners, we continue to make significant investments to some of our most storied Luxury Collection hotels in Europe and the Middle East,” said Michael Wale, president, Starwood Hotels & Resorts, Europe, Africa and Middle East. “These restorations reinforce our commitment to providing global explorers the opportunity to discover incredible destinations with the exceptional service and authentic experiences they have come to expect from The Luxury Collection.”

“As The Luxury Collection portfolio continues to grow globally, it is equally important that we invest in and celebrate the heritage of the brand and its most iconic hotels,” said Paul James, global brand leader, The Luxury Collection, St. Regis Hotels & Resorts and W Hotels Worldwide. “With an eye on what today’s luxury travelers are looking for, we continue working with renowned architects and local artisans to preserve the personality of these beloved hotels, while reviving them for a generation who is younger, more diverse and more connected than ever before.”

The Luxury Collection will debut in Lebanon with the conversion of Grand Hills in Broumana which will reopen in December as a Luxury Collection Resort & Spa following an extensive renovation. The resort is nestled high up at the gateway of the idyllic mountain village, Broumana, and is centrally located between the sea, mountains and Beirut's downtown. Designed in typical Lebanese mountain resort style, Grand Hills will feature 115 rooms and 53 suites, as well as three restaurants and two bars, all with stunning views of the Zaarour Mountains and Mediterranean Sea set against the picturesque pinewood pedestrian village.

Marking the hotel’s 140th anniversary, Hotel Imperial in Vienna will complete its one-year restoration, led by renowned British designer Alex Kravetz, later this summer. The restoration will reinforce the hotel’s palatial and imperial grandeur with new concepts for the restaurant, destination bar and café and enhanced event spaces. The entrance connecting the hotel to the neighboring Musikverein, home to the Vienna Philharmonic, will be restored and re-opened to provide a stately arrival experience for maestros, musicians and guests. Originally built in 1863 as a private residence of Prince Philipp of Württemberg, the celebrated hotel is situated in a prime location on the city’s Ring Boulevard.

In Greece, Santa Marina will finish a three-year restoration in time for the 2014 summer season, including a complete renovation of all 100 guest rooms and suites. Led by Silvina Macipe Krontira of the Greece-based SMK Interiors, the resort’s restoration will feature a contemporary yet timeless design complementing the majestic views over the Mediterranean Sea. Located on the revitalized private beachfront, the newly redesigned Bayview Beach Restaurant & Bar will serve a selection of Mediterranean fusion cuisine and seafood within its contemporary, honeyed wood interiors.

The prestigious Excelsior Hotel Gallia in Milan will open this November following an extensive renovation, marking The Luxury Collection seventh hotel in Italy. With Studio Marco Piva leading the design and architecture concept, Excelsior Hotel Gallia will offer a sophisticated fusion of contemporary design in a new building with the Belle Epoque architectural style of the original historical hotel. Located in Piazza Duca d’Aosta, the iconic hotel will offer 235 elegant guest rooms and suites, a signature restaurant and roof-top bar with panoramic views of the city, an elegant lounge bar and cigar room, as well as extensive leisure, wellness, and event and meeting facilities.

SOURCE: Starwood Hotels press release