1999
Starwood acquires Vistana, Inc., a vacation ownership company, to establish an immediate presence in the growing vacation ownership market. It later becomes Starwood Vacation Ownership, one of the most profitable segments of the company.
Starwood launches Starwood Preferred Guest to reward and recognize frequent travelers. The program makes headlines with its policy of no blackout dates and no capacity controls – both industry firsts.
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.