Starwood Hotels & Resorts Worldwide has signed up to make its UK debut for its W branded hotel in London and Manchester.

In London it has signed up to open a W in London’s Leicester Square to open in late 2010.

The contemporary luxury brand, with hotels across the world, will open in the former Swiss Centre building in the north west of Leicester Square being developed by McAleer & Rushe.

The 194 room hotel will be joined by 10 branded residences, as well as a spa, fitness facility and a restaurant. It will be part of a ten storey development designed by Jestico & Whiles.

In Manchester it has signed up to open in 2010 at Donal Mulryan’s West Properties Origin scheme in the city. The Ian Simpson-designed hotel will have 160 rooms.

Starwood's portfolio of upmarket brands includes Westin and W. Starwood runs 23 W hotels and has 28 more in its development pipeline that are due to open by 2010 across Europe, North America, Asia and the Middle East.

The New York-listed Starwood Hotels & Resorts Worldwide was originally set up by entrepreuneur Barry Sternlicht in 1995. He left the business to become full time chairman and Starwood Capital Group, his real estate investment firm he formed in 1991.

Jones Lang LaSalle Hotels represented McAleer & Rushe in the operator search and negotiations for the Leicester Square hotel.