From 1995 through early 2005, Sternlicht was Chairman and CEO of Starwood Hotels & Resorts Worldwide, Inc., a company he founded in 1995. Sternlicht has been credited as a dynamic and innovative hotel leader, creating new products and programs with immediate global appeal. He has been named the King of Hotels,[13] creating W Hotels, perhaps the world’s most successful “boutique” brand. Some of his other innovations include the creation of Westin’s “Heavenly Bed,” “Heavenly Bath,” “Westin Workout,” and Starwood Preferred Guest, the world’s first frequent traveler program with “no blackouts.” [2]
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