Hotel Santa Isabel, Havana
Starwood Hotels & Resorts is set to become the first United States-based hospitality brand to open for business in Cuba in more than half a century.
The hotelier has inked a deal to acquire two hotels in Havana and has signed a letter of intent for a third on the heels of the U.S. Treasury Department?s receipt of authorization. With the U.S. reinstating trade with Cuba after a decades-long embargo, tourists are bound to flock to the island for their first chance of visiting the long off-limits neighbor.
?We are excited to add this sought-after destination to our growing Latin American and Caribbean portfolio, and offer our loyal guests more choice in this evolving market,? said Jorge Giannattasio, chief of Latin American operations at Starwood. ?Hotel conversions, like those we announced today, allow us to preserve history, architecture and culture while offering a unique branded experience. ?With our long-standing, locally based and highly experienced team in Latin America and the Caribbean, we look forward to welcoming guests to Cuba for many decades to come.?
Untapped potential

Americans have been prohibited from entering Cuba since 1962, meaning that around two-thirds of the population has never been legally allowed to visit, except in rare journalistic or educational contexts. Boomers and seniors also likely did not have a chance to visit in their youth, meaning the island a mere 90 miles from Key West, FL may be flooded with eager tou...