By Peter Townson

Director of global sales for the Middle East, Rene Camilleri who described Qatar and the region as major players in Starwood’s global expansion plans
Starwood Hotels and Resort group’s St Regis property is set to be opened in Qatar by the end of the fourth quarter of this year, according to a visiting official, who identified the local and regional markets as essential components of the group’s future plans.
Starwood’s global director of sales for the Middle East, Rene Camilleri explained that the region represents the second largest and fastest growing market for Starwood, who have some 47 hotels already established, and 21 more in the pipeline in the area.
Already operating the W Doha and the Sheraton Doha Resorts and Conference Hotel, Starwood will open the St Regis this year, and have plans to open a Meridien in the country in 2013.
Rene Camilleri explained that as Qatar continues to develop, the prominence of Qatar Airways continues to facilitate its growth as a major destination.
“The airline plays a major part in the development of the country,” he said, adding “the local market is primarily driven by corporate travel, there is more and there will be more MICE business which will be a key area – Qatar is a destination that can host significant meetings and Qatar Airways is a large part of that.”
He noted that with the World Cup to be hosted in 2022, many more opportunities will arise, but declared it too early to announce any other concrete plans for his company.
With the St Regis set to open in Doha around the same time as the brand is also unveiled in Abu Dhabi, one of the hotels will become the first St Regis to open in the region, and Camilleri explained that the property will reflect the top end of the luxury market.
“This is our premium luxury brand,” he said, adding “it is the only band with a butler service and will cater to the top end of the market.”
“You always need to have a brand fit – that is very important,” he argued, adding “you need to see what is needed in a city and then look at a good fit.”
General managers from Starwood properties all over the world took part in the roadshow yesterday, to meet with customers and other industry officials. 
Camilleri explained that whilst London remains the most popular destination with travellers from the region, Paris, Germany, Austria, Kuala Lumpur, Thailand and China are also strong markets for Middle Eastern custom.
Speaking at the Sheraton, Doha, Camilleri also expressed his pride at the property and the iconic status it has achieved as a landmark in Qatar over the years.
“The hotel still looks good, and it does exceptionally well in terms of numbers,” he said, adding “it is an iconic property and despite any new additions, it will always remain the Sheraton.”