2005
For the sixth year running, Starwood Preferred Guest is voted Program of the Year in both America and internationally during the 17th Annual Freddie Awards.
2006
Starwood acquires Le Méridien, a brand created to share and extend the international experience. 137 properties, primarily located in Europe and the Middle East, become part of the Starwood family.
2007
Starwood announces its much-anticipated new brands in the select-service hotels category: Aloft Hotels and Element Hotels. Conceived by the team that created W Hotels, Aloft Hotels will raise the bar in the select-service category, offering urban-inspired, loft-like guest rooms, enhanced technology services, landscaped outdoor spaces for socializing day and night, and an energetic lounge scene. Inspired by Westin Hotels & Resorts, Element Hotels intends to promote balance through flowing, multi-purpose spaces with an emphasis on environmentally-friendly design.