Chain Markets Sister Hotels

Starwood is in negotiations with Victoria�s Secret to give W Hotel guests discounts on merchandise and access to on-site fashion shows (by a show of hands, how many of you would like your husbands to attend a lingerie fashion show while on a business trip away from home? Yep, didn�t think too many of you.).

Starwood�s chief executive, Steven Heyer, plans to take each of the Starwood brands and carve out a personality for all seven hotel chains. The goal is to sell �experiences.� For instance, Westin�s draw will be �renewal� while Sheraton wants guests to feel like they �belong.�

Time Warner, Sprint Nextel (calling card sales), and Limited (aka Bath & Body Works... so shampoos, soaps and conditioners) are just some of the brands Starwood is courting to co-market and offer discounts and items-for-purchase to guests in hotels. For instance, the deal with Time Warner proposes to offer books and magazines in guest rooms, if the plastic seal is broken, the guests pay for the book or magazine.

(Source: The Wall Street Journal, Monday, February 13, 2006.)

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