Marriott has announced that it will bring its Sheraton brand to Patagonia in January 2022, marking the brand’s eighth hotel in Argentina.

The hotel group has signed an agreement with Grupo Hoteles Panamericano to rebrand the existing Hotel Panamericano Bariloche, with the property undergoing an extensive renovation before reopening as the 161-room Sheraton Bariloche.

The hotel is located in the centre of Bariloche, a city located in the foothills of the Argentinian Andes which is renowned for skiing, trekking and mountaineering. Bariloche is the most visited resort town in Argentinian Patagonia, attracting two million visitors annually.

The property boasts views of the Nahuel Huapi Lake and is steps away from San Martin Street – the city’s buzzing area with bars and restaurants.

The hotel will be managed by Gotel Hotel Management (part of Grupo Hoteles Panamericano), a company which works with Marriott to further the presence of its brands in Argentina, Uruguay and Paraguay. The companies recently announced the opening of Buenos Aires Marriott, which marked the return of the Marriott Hotels brand to Argentina for the first time since 2013.

Laurent de Kousemaeker, Chief Development Officer, Caribbean and Latin America, Marriott International, commented:

“We are thrilled to expand our portfolio to Patagonia – one of the most beautiful regions in Argentina. This signing further strengthens our strategic collaboration with Gotel Hotel Management to bring more choice to consumers in the Southern Cone.”

Marcelo Ubach, CEO of Grupo Hoteles Panamericano, added:

“We are thrilled to expand our relationship with Marriott International and bring the Sheraton brand to another key destination in Argentina.”

Marriott currently has 11 hotels across Argentina under its Sheraton, Tribute Portfolio, Luxury Collection and Marriott Hotels brands.

The group also plans to bring its W Hotels brand to the Argentine capital, with the 150-room W Buenos Aires set to be housed within a 34-floor mixed use tower in the Puerto Madero district of the city, and expected to open in 2024.