Starwood 2011 Annual Report Download - page 70

industry-leading WestinWORKOUT®. Revive in the Heavenly®Bath where luxurious touches create a spa-like
experience. And of course, experience truly restorative sleep in the world-renowned Heavenly®Bed—an oasis of
lush sheets, down, and patented pillow-top mattress. Whether an epic city center location or refreshing resort
destination, Westin ensures guests leave feeling better than when they arrived. Westin. For A Better You.
Le Méridien®(luxury and upscale full-service hotels, resorts and residences) is a Paris-born hotel brand,
currently represented by approximately 100 properties in 43 countries worldwide. Le Méridien aims to target the
creative mind: an audience inspired by creativity who are eager to learn something new and see things in a
different light. A curated approach towards the arts connects Le Méridien with the creative mind in an authentic
and credible way. A cultural curator was engaged, responsible for integrating the arts into the guest experience
and identifying the appropriate creative talents, a family of cultural innovators, LM100 TM, to define and enrich
the guest experience through their dedicated tailor-made creations. This esteemed group comprises of a global
array of visionaries, from painters to photographers, musicians to designers and chefs. Le Méridien is more than
a hotel, it’s a way of life that provides “A New Perspective”.
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 75 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@SheratonSM experienced with Microsoft. The Sheraton Club is a social space where
guests indulge in the upside of everything. Sheraton Fitness programmed by Core Performance, our signature
fitness program, brings guests together as they train and eat healthy on the road. Sheraton transcends lifestyles,
generations and geographies and will continue to welcome generation after generation of world travelers as The
World’s Gathering Place.
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 55th property in 2012. 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, 2011, our hotel portfolio included owned, leased, managed and
franchised hotels totaling 1,076 hotels with approximately 315,300 rooms in approximately 100 countries, and is
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