Starwood Hotels & Resorts’ Eco-Wise Element Brand Soars into The Netherlands with the Opening of Element Amsterdam

Element Amsterdam Offers Travellers a Completely Reimagined Extended Stay Experience with an Open, Free Flowing Design alongside Eco-Centric Sensibilities

Marks the Brand’s Second Hotel in Europe with Demand on the Rise

AMSTERDAM - April 14, 2016 - (BUSINESS WIRE) - Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) 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. Offering bright, modern design and eco-minded sensibilities, 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,” said 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.”

Element Amsterdam features 160 spacious studios and suites, all featuring a fully-equipped kitchenette, flexible living space, the signature Westin Heavenly® Bed and spa-inspired bathroom. The hotel’s two restaurants My Place and Carrots &Co. focus on sustainable ingredients and provide a range of healthy options throughout the day. Open 24/7, the grab-and-go gourmet food pantry allows guests to buy everything needed to make delicious meals in the comfort of their rooms. Guests can also fuel their day with the healthy Rise breakfast and wind down with the Relax evening wine reception – both complimentary.

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.”

Element Amsterdam also boasts a 24/7 fitness centre, two meeting rooms and a business centre. Guests can stay on the move and explore Amsterdam with Element’s complimentary bikes, as well as catch up with loved ones or work using the complimentary Wi-Fi throughout the hotel. The hotel will also feature SPG Keyless - the industry-first keyless entry system - enabling guests to use their smartphone or Apple watch as a room key.

“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.

For more information on Element Amsterdam Hotel, please visit:

About Element Hotels

Element® Hotels offers long-stay comfort for those who are passionate about the planet and their own wellbeing. Stylish and sustainable throughout, Element’s bright design defies convention, bathing guest rooms and public spaces in natural light. To date, there are 22 Element Hotels worldwide, with 19 in North America, two in Europe, one in Asia Pacific with new domestic and international hotels in development. To learn more, visit Stay Connected to Element on and @ElementAmsterdam on Twitter and Instagram.

About Starwood Hotels & Resorts Worldwide, Inc.

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with nearly 1,300 properties in some 100 countries and over 180,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences under the renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Tribute Portfolio™, Four Points® by Sheraton, Aloft®, Element®, along with an expanded partnership with Design Hotels™. The Company also boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG®). Visit for more information and stay connected @starwoodbuzz on Twitter and Instagram and

About Bari Gruppe

Bari Gruppe GmbH & Co. KG is a Munich based company specialized in development, leasing and operating mid and upscale branded hotels in Germany and other European countries. The company is established in 2011 by Marco Bari and has now 80 employees in Europe. To date there are four hotels that are property of the Bari Gruppe with five more hotels planning to open up until 2020. Visit for more information.

This Smart News Release features multimedia. View the full release here:

SOURCE Starwood Hotels & Resorts Worldwide, Inc.


Lorena Trako
Media Relations
Maison PR
For Element Hotel Amsterdam
020 723 9682

Ellen Bruens
Media Relations
For Element Hotel Amsterdam
06 248 061 68

Ashley Chapman
Starwood Hotels & Resorts Worldwide
1 212-380-4015


Social Reach:

Viewer Response:

comments powered by Disqus

Element Hotels »

Element Hotels is made to order for guests in the know and on the go. Its bright design defies convention, bathing guest rooms and public spaces in natural light.


  1. Business Overview
  2. Franchise News

Franchise News Room »

News By Industry »

Hot Opportunities

Taco Bueno Franchise Opportunity

Taco Bueno
At Taco Bueno, we continue to make Tex-Mex the right way. We prepare our...

Kids 'R' Kids Franchise Opportunity

Kids 'R' Kids
Kids 'R' Kids Learning Academies is a pioneer in the early childhood...

Nestle Toll House Cafe by Chip Franchise Opportunity

Nestle Toll House Cafe by Chip
Nestlé Toll House Café by Chip is the only major, national dessert café...

Kitchen Solvers Franchise Opportunity

Kitchen Solvers
As a Kitchen Solvers franchisee you will not need any prior remodeling or...

Batteries Plus Bulbs Franchise Opportunity

Batteries Plus Bulbs
Whether you're an existing multi-unit operator with a non-competing brand...

El Pollo Loco Franchise Opportunity

El Pollo Loco
The secret to El Pollo Loco is great-tasting food. Our menu has a broad...

Earl of Sandwich Franchise Opportunity

Earl of Sandwich
Earl of Sandwich is a café franchise that was founded in 1762 by John...

Jimmy's Egg Franchise Opportunity

Jimmy's Egg
Jimmy's Egg is now offering a unique opportunity to a select number of...

A Franchise Update Media Group Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2016. All Rights Reserved. Site Hosting Provided By: wishVPS on FUMG3

In Loving Memory Of Timothy Gardner (1987-2014)