Starwood 2009 Annual Report Download - page 77

access at Whappenings, or our cutting edge music, lighting and scent programs, W hotels delivers an experience
unmatched in the hotel segment.
Westin»(luxury and upscale full-service hotels, resorts and residences) is a lifestyle brand competing in the
upper upscale sector around the globe. Each hotel offers renewing experiences that inspire guests to be at their best.
First impressions at any Westin hotel 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. The Westin Superfoods»menu is an
unique way we bring renewal to guests, with foods considered best for providing disease-fighting and health-
enhancing benefits due to their high nutrient and antioxidant content.
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»(luxury and upscale full-service hotels, resorts and residences) is our 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. Our innovation, the Link@Sheraton
(SM)
with Microsoft, encourages hotel guests to come
out of their rooms to enjoy the energy and social opportunities of traveling. At Sheraton, we help our guests connect
to what matters most to them, the office, home and the best spots in town.
Four Points»(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
(SM)
(select-service hotels), a brand introduced in 2005 with the first hotel opened in 2008, provides 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
(SM)
(extended stay hotels), a brand introduced in 2006 with the first hotel opened 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 hotels promote 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. Primarily all Element hotels are LEED certified,
depicting the importance of the environment in today’s world.
Through our brands, we are well represented in most major markets around the world. Our operations are
reported in 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, 2009, our hotel portfolio included owned, leased, managed and
franchised hotels totaling 979 hotels with approximately 292,000 rooms in approximately 100 countries, and is
comprised of 63 hotels that we own or lease or in which we have a majority equity interest, 440 hotels managed by
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