Starwood 2006 Annual Report Download - page 9

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scenes” access at Whappenings, or our cutting edge music, lighting and scent programs, W delivers an experience
unmatched in the hotel segment.
Westin Hotels & Resorts (luxury and upscale full-service hotels and resorts) is a lifestyle brand competing in
the upper upscale sector in nearly 30 countries around the globe. Each hotel offers renewing experiences that inspire
guests to be at their best. First impressions at any Westin are fueled by signature sensory experiences of light, music,
white tea scent and botanicals. Westin revolutionized the industry with its famous Heavenly Bed»and Heavenly
Bath»and launched a multi-million dollar retail program featuring these products. Westin is the first global brand to
offer in-room spa treatments at every hotel and the first to go smoke-free in North America. Westin guests stay in
shape at WestinWORKOUT»Powered by Reebok
SM
.
Le Méridien (luxury and upscale full-service hotels, resorts and residences) is a European-inspired brand with
a French accent. Each of its hotels, whether city, airport or resort has a distinctive character driven by its
individuality and the Le Méridien brand values. With its underlying passion for food, art and style and its classic yet
stylish design, Le Méridien offers a unique experience at some of the world’s top travel destinations.
Sheraton Hotels & Resorts (luxury and upscale full-service hotels and resorts) is the Company’s largest brand
serving the needs of luxury and upscale business and leisure travelers worldwide. We offer the entire spectrum of
comfort. From full-service hotels in major cities to luxurious resorts by the water, Sheraton can be found in the most
sought-after cities and resort destinations around the world. Every guest at Sheraton hotels and resorts feels a warm
and welcoming connection, the feeling you have when you walk into a place and your favorite song is playing — a
sense of comfort and belonging. At Sheraton, we help our guests connect to what matters most to them, the office,
home and the best spots in town.
Four Points by Sheraton (select-service hotels) delights the self-sufficient traveler with a new kind of comfort,
approachable style and spirited, can-do service — all at the honest value our guests deserve. Our guests start their
day feeling energized and finish up relaxed and free to enjoy little indulgences that make their time away from home
special.
aloft (select-service hotels), a brand introduced in 2005 with the first hotel expected to open in 2007, is a hotel
of new heights, an oasis where you least expect it, a spirited neighborhood outpost, a haven at the side of the road.
Bringing a cozy harmony of modern elements to the classic American on-the-road tradition, aloft offers a sassy,
refreshing, ultra effortless alternative for both the business and leisure traveler. Fresh, fun, and fulfilling, aloft is an
experience to be discovered and rediscovered, destination after destination, as you ease on down the road.
Element (extended stay hotels), a brand introduced in 2006 with the first hotel expected to open in 2008,
provides a modern, upscale and intuitively designed hotel experience that allows guests to live well and feel in
control. Inspired by Westin, Element promotes balance through a thoughtful, upscale environment. Decidedly
modern with an emphasis on nature, Element is intuitively constructed with an efficient use of space that encourages
guests to stay connected, feel alive, and thrive while they are away. Element is the smart, renewing haven for
extended stay travel.
Through our brands, we are well represented in most major markets around the world. Our operations are
grouped into two business segments, hotels and vacation ownership and residential operations.
Our revenue and earnings are derived primarily from hotel operations, which include management and other
fees earned from hotels we manage pursuant to management contracts, the receipt of franchise and other fees and
the operation of our owned hotels.
Our hotel business emphasizes the global operation of hotels and resorts primarily in the luxury and upscale
segment of the lodging industry. We seek to acquire interests in, or management or franchise rights with respect to
properties in this segment. At December 31, 2006, our hotel portfolio included owned, leased, managed and
franchised hotels totaling 871 hotels with approximately 266,000 rooms in approximately 100 countries, and is
comprised of 85 hotels that we own or lease or in which we have a majority equity interest, 426 hotels managed by
us on behalf of third-party owners (including entities in which we have a minority equity interest) and 360 hotels for
which we receive franchise fees.
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