Three of our brands make big news in 1999. Westin Hotels & Resorts introduces the Heavenly Bed®, featuring a pillow-top mattress, down comforter and luxurious, all-white bed linens. It is an immediate success. The St. Regis brand grows from one hotel in New York City to six hotels all named to Condé Nast Traveler’s “Gold” list for 1999. The Four Points by Sheraton brand opens its 100th hotel, the Four Points by Sheraton Santa Monica in California.
2001
In 2001 Starwood is recognized by major players in the travel industry. Starwood is named the World’s Leading Hotel Group at the Eighth Annual World Travel Awards. And Starwood Preferred Guest is voted Program of the Year for the second consecutive year during the 13th Annual Freddie Awards (since renamed the Frequent Traveler Awards), one of the most prestigious honors in the travel industry.
Westin Hotels & Resorts introduces the Heavenly Bath® in North American hotels, offering guests a temptation to leave the Heavenly Bed in the morning. Starwood introduces the Westin Heavenly Crib® and the Sheraton and Four Points by Sheraton Sweet Sleeper Crib in North America.
2003
Starwood announces that Sheraton, Westin and W hotels will welcome dogs in the U.S. and Canada. As part of the Starwood LTD (Love That Dog) program, four-legged guests receive luxurious dog beds and amenities like plush robes, doggie toys and canine massages.
Sheraton Hotels & Resorts introduces the Sheraton Sweet Sleeper® Bed, featuring an 11.5-inch-thick high coil count Sealy Posturepedic Plush Top mattress, down and allergy-sensitive pillows, and crisp cotton sheets. This is the latest in a series of enhancements designed to elevate the brand to the top of the upscale hotel segment.
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.