never
been
as
effective
as
Marriott,
Hyatt,
and
Hilton.
Sheraton's
frequent-guest
program
wasn't
very
effective.
They
changed
it
every
few
years;
they
used
to
have
members
pay
for
it.
Westin
never
had
enough
critical
mass
of
properties
for
it
to
be
important
for
enough
people.
So
now,
together
they
can
address
Westin's
critical-mass
problem
and
Sheraton's
relevance.