Starwood 2010 Annual Report Download - page 70

access at W Happenings, 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) provides a thoughtfully designed
experience making the healthiest choices irresistibly appealing. A welcoming oasis to the savvy traveler, every
innovative service aims to help guests thrive so they feel better than when they arrived. Truly restorative sleep in the
world-renowned Heavenly»Bed. Spa-like invigoration with the Heavenly»Bath. Healthful indulgence from
SuperFoodsRx
TM
menus. Energizing exercise with WestinWORKOUT». Fresh air from BreatheWestin
SM
, the
industry’s first smoke-free policy. Whether an epic city center location or refreshing resort destination, Westin
ensures guests are well rested, well nourished and well cared for.
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 upscale business and leisure travelers worldwide. For over 70 years this full-service, iconic brand has
welcomed guests, becoming a trusted friend to travelers and one of the world’s most recognized hotel brands. From
being the first hotel brand to step into major international markets like China, to completely captivating entire
destinations like Waikiki, Sheraton understands that travel is about bringing people together. In Sheraton lobbies
you’ll find the Link@Sheraton
SM
experienced with Microsoft, which fosters connections, whether face-to-face or
webcam-to-webcam. The Sheraton Club is also a social space where guests indulge in the upside of everything with
likeminded travelers. Sheraton transcends lifestyles, generations and geographies and will continue to welcome
generation after generation of world traveler, because we believe, as strongly as ever, that life is better when shared.
Four Points»(select-service hotels) delights the self-sufficient traveler with what is needed for greater
comfort and productivity. Great Hotels. Great Rates. All at the honest value our guests deserve. Our guests start
their day feeling energized and finish up relaxed, maybe even with one of our Best Brews (local craft beer). It’s the
little indulgences that make their time away from home special.
Aloft»(select-service hotels) first opened in 2008. It will already be opening its 50th property in 2011. Aloft
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 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. Style at a
Steal.
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. Space to live your life.
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, 2010, our hotel portfolio included owned, leased, managed and
franchised hotels totaling 1,027 hotels with approximately 302,000 rooms in approximately 100 countries, and is
comprised of 62 hotels that we own or lease or in which we have a majority equity interest, 463 hotels managed by
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