White Plains-based Starwood Hotels & Resorts Worldwide Inc. has developed a new brand of hotels ”“ Element ”“ designed for Leadership in Energy and Environmental Design certification.
“With the launch of Element, we”™re creating a new way to build hotels and guest experiences through the lens of environmental responsibility,” said Frits van Paasschen, Starwood”™s CEO. “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.”
Starwood will require all hotels brand-wide to pursue the certification, with the first of the hotels debuting this summer and more than 20 hotels set to open by the end of 2009.
The first Element designated hotel is in Lexington, Mass., and is scheduled to open in July. The second location will be Las Vegas.
“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.”
Starwood said it plans to use the hotel as a working lab to test the latest in green construction, products, design and operations.
The company said its research indicates that LEED certification is achievable at a minimal cost and the initial investment can be recouped within a few years, given associated operational savings.
“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.”
Included in the Element brand”™s features are energy-efficient stainless-steel appliances and lighting, water-efficient faucets and fixtures, and bins for paper, plastic and glass.
The hotels plan to use filtered water in guest rooms and amenity dispensers in the showers to reduce plastic bottle waste.
In addition, the company said it will use low volatile organic compound paints and carpets with up to 100 percent recycled content and anti-microbial carpet pads to improve indoor air quality.
“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.
