Barry Sternlicht founded Starwood and ran it until May 2005. Under Sternlicht’s direction, Starwood developed a reputation for innovation, design, and creative consumer marketing. Its hotels became destinations in themselves, not simply convenient places to stay. Most of its hotels are in the luxury and upscale categories, where the prices are high and the services extensive. They appeal to the most fashionable clientele, partly because the company cultivates celebrities and holds events to attract them. The company is launching a new brand, called aloft, that will bring the style of its luxury brands to the “select-service” (mid-range) category, competing with Hilton Garden Inn and Courtyard by Marriott.