The
Starwood
Announcement
The
Wall
Street
Journal
of
February
2,
1999,
announced
the
birth
of
the
Starwood
Preferred
Guest
Program,
covering
Westin
Hotels
Resorts,
Sheraton
Hotels
Resorts,
The
Luxury
Collection,
Four
Points,
Caesar's,
and
Starwood's
new
W
brand
hotels,
repre-
senting
more
than
550
participating
properties
worldwide.
It
became
clear
that
Starwood
was
adding
program
features
that
might
be
expensive
to
match.
Four
features
in
particular
were
of
concern.