Jul092009

Starwood Hotels Profile by Numbers

Starwood Rank #9 by Number of Hotels; #8 by Number of Rooms Globally.

Sheraton is the largest Starwood brand. In locations with both a Sheraton and a Westin brand hotel, the Westin tends to be the more upscale hotel. Starwood is basically a corporate entity created in the late 90s that combined these two large existing brands.

Four Points and Aloft are Starwood’s midscale market brands. Aloft is Starwood’s new cookie-cutter style hotel. They are comfortable, lobby-centric for socializing and games, and a compact uniform guest room design. You have to look out the window to determine what city you are located since the inside of Aloft hotels are virtually identical.

Luxury Collection properties tend to be historic buildings remodeled or converted into hotels. Luxury Collection hotels rank well in Conde Nast’s annual Gold List. This brand is definitely one to look into when traveling to Europe.

W Hotels set a new millennium design standard for the hotel industry with its trendy, social, clever lighting, music filled space. I have spent lots of nights in a W Hotel since the cheapest W in the world is W Silicon Valley in the San Francisco East Bay city of Newark. Times are tough economically for hotels, but I am still waiting for the W Newark to drop back to the $59 rates of a few years back. W San Francisco is generally around $200 per night.

Le Meridien was a global hotel brand based in France and acquired by Starwood a few years ago. These hotels tend to have interesting design elements.

St. Regis is high-priced luxury and typically $300 to $400 per night.

Element is the newest Starwood brand and its extended stay market segment entry. I haven’t seen an element hotel yet, but I plan to visit one in Las Vegas next month.

Starwood Hotel Brand

Number of Hotels =

937 globally

Market Segment

Rooms per brand

284,359 globally

Ranking in

World Top 50 Brands

Sheraton Hotels

405

upscale

142,995

9

Westin Hotels

162

Upper upscale

64,813

22

Four Points

135

midscale

23,513

Not in Top 50

Aloft

21

midscale

3,138

Not in Top 50

Luxury Collection

62

Upper upscale to luxury

10,819

Not in Top 50

Le Meridien

107

Upper upscale to luxury

27,160

Not in Top 50

W Hotels

28

Upper upscale to luxury

8,600

Not in Top 50

St. Regis

14

Luxury

2,952

Not in Top 50

element

3

Extended stay

369

Not in Top 50

Source: Starwood Investor Relations Presentation 2009 – Page 19  http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9MzM3NzA5fENoaWxkSUQ9MzIyOTkyfFR5cGU9MQ==&t=1

Top 50 Ranking is based on Hotels Magazine data.

Source link: Top 50 Hotel Brands http://www.hotelsmag.com/contents/pdf/htl0907giantstables.pdf

HotelsMag.com survey shows end-of-year 2008 numbers at 942 hotels and 284,800 rooms.

 

Market segment data is Loyalty Traveler classification.

About Ric Garrido

Ric Garrido of Monterey, California started Loyalty Traveler in 2006 for traveler education on hotel and air travel, primarily using frequent flyer and frequent guest loyalty programs for bargain travel. Loyalty Traveler joined BoardingArea.com in 2008.

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