W Hotels Worldwide to Debut in Serbia with W Belgrade and the Residences at W Belgrade, in Belgrade Waterfront, in 2019

• Latest W Hotels Project Will Bring Visionary Design, Playful Luxury and Whatever/Whenever® Service to Belgrade Waterfront Development
• Located on the waterfront edge, in the heart of the 1 million sqm site area of the master planned community Belgrade Waterfront, with retail, restaurants and bars, offices, public parks and leisure attractions in close proximity

BELGRADE, September 24, 2015 — Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today announced an agreement with Belgrade Waterfront LLC to debut the iconic W brand in Belgrade Waterfront, Serbia with the opening of W Belgrade and The Residences at W Belgrade. Scheduled to open in 2019, W Belgrade will set the pace in Serbia’s thriving hospitality scene, bringing the ultimate in insider access to its cosmopolitan capital and dynamic river front.

“We are thrilled to establish our relationship with Belgrade Waterfront LLC and introduce the W Hotels’ brand energetic DNA to Serbia, especially into Belgrade,” said Michael Wale, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “The Serbian capital is an exciting emerging city and a burgeoning tourist destination in Europe. We look forward to attracting both local and international guests to W Belgrade, which will be in the heart of Belgrade Waterfront, a spectacular new city hub.”

Centrally located on the two kilometer long public waterfront edge, Sava Promenade, and overlooking the Sava River, W Belgrade will feature 120 stylish guest rooms and suites. The hotel will ignite the city with its electrifying style and a full calendar of exclusive W Happenings, showcasing the latest in design, fashion and music. The hotel will also offer an all-day dining venue, a destination bar and W Living Room (the W brand’s take on the staid hotel lobby where guests can mix and mingle). Other facilities will include an Away® Spa, FIT® state-of-the-art fitness facility and a glamorous WET® pool deck and bar. Guests can also expect the W brand’s signature Whatever/Whenever® service philosophy, providing guests whatever they want, whenever they want it. W Belgrade will feature more than 450 square meters of ultra-modern meeting and event space.

“Welcoming a leading hotel brand shows tourist potential for both Belgrade and Serbia,” Nikola Nedeljkovic, General Manager, Belgrade Waterfront. “Starwood Hotels & Resorts shares the same values as Belgrade Waterfront in providing an unmatched lifestyle choice for its residents and guests. As the first hospitality project in Belgrade Waterfront, W Belgrade is ideally situated in a prime waterfront setting near the River Sava, next to the first two BW Residences residential towers. We are delighted that W Hotels will help us contribute to an influx of tourism to the capital.”

“W Hotels continues to expand into some of the most exciting and vibrant destinations around the world,” said Bart Carnahan, Senior Vice President, Acquisitions & Development, Starwood Hotels & Resorts, Europe, Africa & Middle East. “The signing of this landmark W project in Belgrade underscores our commitment to growing this illustrious brand in both emerging and established markets.”

The Residences at W Belgrade will offer 165 luxurious branded residential apartments ranging from 55 to 100 square meters, spanning across two towers. Residents will enjoy access to the facilities and services at W Belgrade.

Belgrade Waterfront will also feature world-class residences and offices, Belgrade Mall, educational institutions and modern healthcare amenities. BW Residences, which is adjacent to W Belgrade Hotel & Residences, is scheduled for groundbreaking on September 27, 2015, kicking off the construction of the first building at Belgrade Waterfront.

For more information, visit www.whotels.com and www.belgradewaterfront.com.

# # #

About W Hotels
W Hotels is a contemporary, design-led luxury lifestyle brand and the industry innovator with 46 hotels and retreats, including 17 W-branded residences, in the most vibrant cities and exotic destinations around the world. Inspiring, iconic, innovative and influential, W Hotels provides the ultimate in insider access, offering a unique mix of cutting-edge design and passions around fashion, music and entertainment. With 15 years of proven success, W Hotels is on track to reach more than 60 hotels by 2018. W Hotels have been announced for Amsterdam, Shanghai, Tel Aviv, Abu Dhabi, Dubai, Amman, Jakarta, Panama, Muscat, Suzhou, Changsha, Chengdu, New Delhi, Kuala Lumpur, Shenyang, Marrakech and Brisbane, while upcoming W Retreats include Goa, Phuket, Hainan Island and Mexico’s Riviera Maya. For more information, visit whotels.com or follow Twitter, Instagram and Facebook.

About Belgrade Waterfront LLC
Belgrade Waterfront is a spectacular new city hub situated along River Sava in Belgrade, Serbia. On a site area of approximately 1 million sqm, and a total construction area of 1.8 million sqm, Belgrade Waterfront is a modern city within the city, developed by Eagle Hills. It will feature world-class residences and offices, Belgrade Mall, hotels, educational institutions, modern healthcare amenities, as well as a 2 kilometre long public waterfront edge and public parks featuring leisure attractions. For more information, visit www.belgradewaterfront.com.

Media Contact:
Julien Guitard, Tel. +32 2 204 5160
Associate Director Communications – Europe, Africa & Middle East
Starwood Hotels & Resorts
[email protected]