• Brandweek, Friday, September 22, 2006 12:15 PM

Dubbing its new extended-stay hotel brand "Element," Starwood Hotels & Resorts Worldwide says the extension of its Westin brand will be more upscale than most competitors. It will feature large kitchens with stainless steel appliances and gourmet pantries, and customized closets. It also will have attributes like the Westin Heavenly Bed, and Westin Workout facilities with access to personal trainers. About 1 million customers who stayed at a Starwood hotel during 2005 also spent nights at another brand's extended-stay lodging, which caters to business travelers. "That was a huge wake-up call for us," says Susan Brush, svp at Westin Hotels & Resorts. "Consider that the average Element property would have 123 rooms--we could fill up 150 hotels right there." The first Element will break ground next month in Lexington, Massachusetts. Starwood intends to open 25 hotels each year through 2011. SS+K, New York, which is handling marketing for the brand, has developed a Web site (elementhotels.com), a PR effort, and the tagline "Space to live your life."

Read the whole story at Brandweek »