TEL AVIV, Israel----Apr. 15, 2013-- Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today announced that it will debut the W brand in Israel in 2015 with the opening of W Tel Aviv - Jaffa and The Residences at W Tel Aviv - Jaffa. Owned by Manhattan-based RFR Holding, the hotel will be set inside a historic 19th century heritage building in the revitalised ancient port neighbourhood of Jaffa. W Tel Aviv - Jaffa is being designed by acclaimed British architect John Pawson along with Ramy Gill Architects and Urban Designers, who has also designed the new Jaffa port.

“We are delighted to expand our relationship with RFR Holding, who also owns W South Beach Hotels & Residences, as we open the first W Hotel in Israel,” commented Roeland Vos, President, Starwood Hotels & Resorts, Europe, Africa and Middle East. “Tel Aviv is one of the most stylish and cosmopolitan cities on the Mediterranean and we are excited to expand our footprint into Israel.”

"We are proud and excited to be working with Starwood on this expansion in Tel Aviv with this prestigious project," added Aby Rosen, Co-Founder and Principal of RFR Holding. "We believe that the W brand, with its exceptional reputation, will further cement Jaffa's reputation as a unique world-class destination."

W Tel Aviv - Jaffa will provide a cutting-edge lifestyle experience, featuring 125 stylish guest rooms and suites, including one Extreme WOW Suite (W’s interpretation of the Presidential Suite), as well as panoramic views of the Mediterranean coast.

The hotel will offer a signature restaurant, a destination bar and W Living Room (W’s take on the traditional hotel lobby). Other luxury leisure facilities include an Away Spa, SWEAT^®state-of-the-art fitness, and a glamorous outdoor WET pool deck. Guests can also expect the W brand’s signature Whatever/Whenever®service philosophy, providing guests whatever they want, whenever they want it. The hotel will also offer a full-service, 24-hour WIRED business centre.

This project will also feature 38 W-branded Residences at W Tel Aviv - Jaffa, which will come with a private entrance. Featuring luxurious apartments ranging from 70 to 400 square metres, the six-storey Residences at W Tel Aviv - Jaffa will be built alongside the heritage building in which the hotel is housed. Residents will enjoy access to the facilities at W Tel Aviv - Jaffa, including signature W offerings and services.
 
With more than 4,000 years of history, Jaffa is south of the main city centre of Tel Aviv and is undergoing a meticulous revitalisation project, including multi-million dollar investments in infrastructure and an extended sea promenade. W Tel Aviv - Jaffa and The Residences at W Tel Aviv - Jaffa will serve as the centrepiece of the redevelopment of the ancient port city. Spanning over 20,000 square metres, this landmark project is located within close proximity to the newly renovated Jaffa port, the pristine beach, as well as fashionable boutiques, charming sidewalk cafes and stylish nightlife destinations.

Starwood Strengthens Luxury Position
“W Hotels is well poised to continue its expansion into some of the most exciting and vibrant destinations around the world,” says Bart Carnahan, Senior Vice President, Acquisitions & Development, Starwood Hotels & Resorts, Europe, Africa & Middle East. “The signing of W Tel Aviv - Jaffa and The Residences at W Tel Aviv - Jaffa underlines Starwood’s continued commitment to grow our portfolio of luxury brands globally.”

With 44 hotels and retreats open, W is on track to reach more than 60 hotels by the end of 2015, expanding its presence in the most sought-after markets from Milan to Bogotá, Muscat to Beijing, Shanghai to Abu Dhabi and beyond.

About W Hotels Worldwide
W Hotels is a contemporary, design-led lifestyle brand and the industry innovator with 44 hotels and retreats, including 16 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. W Hotels offers a holistic lifestyle experience that is integrated into the brand's sensibility through contemporary restaurant concepts, glamorous entertainment experiences, stylish retail concepts, signature spas and inspiring residences. With more than 14 years of proven success, W Hotels is on track to reach 60 hotels by the end of 2015. W Hotels have been announced for Milan, Shanghai, Beijing, Bogota, Abu Dhabi, Mumbai, Dubai, Jakarta, Panama, Muscat, Suzhou, Changsha, New Delhi, Kuala Lumpur, and Sante Fe, Mexico, while upcoming W Retreats include Verbier, Goa, and Mexico's Riviera Maya. For more information, visit www.whotels.com or www.facebook.com/whotels. To live the W Hotels lifestyle 24/7/365, visit www.wresidences.com. Follow @WHotels on Twitter and Instagram.

About RFR Holding
RFR Holding is a private investment and real estate company based in Manhattan. It was founded in 1991 by Aby Rosen and Michael Fuchs. The company owns and holds some of the most upmarket office real estate in Manhattan and exclusive apartments, hotels and office towers. The W Tel Aviv - Jaffa project is the company's first investment in Israel.