Starwood Introduces Prototypes

WHITE PLAINS, N.Y., Oct 3, 2002 (BUSINESS WIRE)—Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) introduced its newly designed Sheraton and Westin hotel prototypes for development in suburban markets last night at The Lodging Conference in Phoenix.
Designed to be scalable to the depth of secondary and tertiary markets, these two premium products are of the same quality as core brands Sheraton and Westin, but at a lower cost per key because of the efficiency of their designs.
“Starwood recognizes these markets, also referred to as `new suburbia,` to be among the fastest growing markets in the country,” said Ted Darnall, President, Starwood Real Estate Group. “Developers looking to invest in full-service, turn-key prototypes that offer premium transient hotels at premium rates have not had options until now. Our vast presence in major cities with the world`s most recognized lodging brands make these prototypes attractive to developers and will meet the strong demand in suburban markets from our loyal guests of the Sheraton, Westin and other Starwood brands.”

The Westin prototype, designed for the upper-upscale market, is a Four-Star offering with upscale development costs and will have all of the Westin style and energy of its larger downtown or resort counterparts. Representing the best of style and comfort for today`s affluent professional business and leisure travelers, the Westin prototype design features a glass and natural stone lobby, communicating modern luxury and classic elegance immediately upon arrival. Each of the 207 guest rooms, including six junior suites and one hospitality suite will be outfitted with Westin`s highly-acclaimed Heavenly Bed(R) and the Heavenly Bath(TM), complimented with a luxurious four-fixture bathroom. Guest rooms will also include flat screen televisions, an ergonomic desk, a two-line speakerphone with data port for high speed internet access, cordless bedside telephone and all of the brand standards and superior services the Westin name is known for, including Westin Executive Club rooms. Additionally, the Westin prototype allows for a renowned restaurant operator (soon to be announced); a lobby bar; and a health club with a variety of equipment including a cardio cinema and an indoor swimming pool and whirlpool.

The Sheraton prototype design boasts upscale service and brand recognition for mid-scale development costs. The exterior design of the Sheraton prototype features urban architecture with a 19th century American park design. A signature courtyard, cobblestone pavement with black iron fencing and an impressive awning Porte cohere set the tone for a timeless & classic interior of mahogany, suede wall coverings, leather furnishings and dramatic lighting. Matching market and demand, the Sheraton prototype design offers a 250-300 guest room version and a 150-250 guest room design for smaller markets. This prototype will feature the new Sheraton guest room, a traditional “Ralph Lauren-like” design with rich jewel-tone colors, mahogany desks, the newly introduced Sheraton Sweet Sleeper(SM) Bed. The bathrooms are spacious and bright with an upscale feel with retro chrome fittings on a freestanding marble vanity, double frosted glass doors at entry and frameless glass shower stalls. Sheraton`s Club Level rooms are also included in the prototype plans. Food and beverage services include a proprietary restaurant concept with light-gourmet cuisine offering three meals a day, along with self-serve breakfast. The health club, with indoor swimming pool and whirlpool, is expansive and offers guests another upscale amenity typically not found in hotels in smaller markets.

“These prototypes will be a terrific growth vehicle for both the Sheraton and Westin brands due to the equity requirement based on their scalability,” continued Darnall. “We are encouraged by the high level of interest these prototypes have received from franchisees and developers. And no wonder, the economics are extremely favorable and that`s why Starwood is also pursuing sights for our own development.”

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with more than 750 properties in more than 80 countries and 110,000 employees at its owned and managed properties. With internationally renowned brands, Starwood is a fully integrated owner, operator and franchiser of hotels and resorts including: St. Regis, The Luxury Collection, Sheraton, Westin, Four Points by Sheraton, W brands, as well as Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit


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Starwood Hotels & Resorts Worldwide, Inc.