It doesn't look like good news for me. Benidorm is just an awful touristic trap. Ugly, not interesting at all city and one of the most horribly crowded beaches in Spain.
There is a theme park there (Terra Mitica), and the new hotels apparently will be conected to it. It's not a great park, either (even Universal Port Aventura in Tarragona is better). Besides all this, the tourism there is not what I would call a high-end one (not even mid-end).
Maybe the hotels will be great, but the zone is one to clearly be avoided.

And all this without plans for Starwood hotels in Barcelona and/or Costa Brava....