The Starwood hotel and resorts company is one of the largest and well-established companies in the world. Nine different hotel brands are owned, franchised or managed by the Starwood Company. According to their webpage, Starwood employed about 145.000 people in 2006. Furthermore, they made a total revenue of 5,979 billion US dollars. (Starwoodhotels, n. d.) Because of its diversity and values as well as its constant modulation, Starwood is successful today and will remain successful in the future. History
Starwood was founded by Mr. Barry S. Sternlicht in 1991. At the beginning the company only owned some hotels with different brand names in North America. In 1994 the Westin Hotel Company was bought. Four years later Starwood made a big step to become one of the largest and most successful hotel chains in the world by getting the rights for the hotel brand Sheraton. Only twelve month later, namely in 1999, the W-hotels were created. In 2005 Starwood founded the brand Aloft and bought the brand Le Meridien (Press, 2003). All in all, the company owns nine different brands, which are Sheraton, Arabella Starwood, Westin, Le Meridien, The Luxury Collection, St. Regis, W Hotels, Aloft and Element. (Starwoohotels, n. d. ) The diversity of Starwood
Because of all these different brands, Starwood offers their guests already a wide variety of hotels. But each of these brands has also its own special concept and target group. For example St. Regis consists of only 13 luxury hotels worldwide and is visited by people with very high expectations on service. In contrast, the W brand is a young and fresh brand with the slogan “Whatever/whenever”. ( Starwoodhotels, n. d.) The largest brand of Starwood: Sheraton
The largest brand of Starwood hotels is the well known Sheraton. This hotel chain was founded by Robert L. Moore and Ernest Henderson. Even the two partners had no experiences in lodging, they were very ambitious to get successful....
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