Starwood Hotels unveils new mid-tier XYZ brand

Starwood Hotels & Resorts Worldwide has revealed that it is working on debuting a new hotel brand, which it claims will provide ‘style, design and energy’ at comfortable rates.

  • E-Mail
By  Sarah Campbell Published  June 30, 2005

Starwood Hotels & Resorts Worldwide has revealed that it is working on debuting a new hotel brand, which it claims will provide ‘style, design and energy’ at comfortable rates. Currently referred to as ‘Project XYZ’, the brand is being developed by the same team that created W Hotels, Starwood’s design-led five-star brand. Sharing some of the characteristics of what the industry refers to as select service, XYZ will create a new category leveraging its W lineage. XYZ will offer a motel-orientated lodging brand, offering low-cost accommodation and limited services on highways, thoroughfares and trunk roads. XYZ will sit below Starwood’s four-star Four Points by Sheraton brand. “Affordable doesn’t have to be boring as brands like Jet Blue, Mini Cooper, West Elm and Target have proven so brilliantly,” said Steven Heyer, Starwood’s CEO. “With the DNA of W, XYZ will democratise design, and offer guests an environment that is extraordinarily social, striking a chord with travellers who crave style and fun on the road.” W’s heritage will be evident throughout XYZ’s properties. XYZ will feature urban inspired loft-like guest-rooms, landscaped outdoor space for socialising day and night, and an energetic lounge scene, providing a lifestyle alternative to four- and three-star brands like Courtyard by Marriott, Express by Holiday Inn and Hilton Garden Inn. The first XYZ property is set to break ground next year, with a scheduled opening for 2007. Starwood had already received interest from a number of hotel developers to build more than 100 new XYZ hotels, and predicts it will have more than 500 XYZ-branded hotels in operation by 2015.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code