Starwood bets on Hollywood allure

by Tom Johansmeyer on

What do you do when lenders take over two of your hotels, as your coping with the worst recession in seven decades? Well, if you’re Starwood Hotels, you make a $350 million bet with a single property from your W line. The hotel opened on January 15, 2010, and it’s banking on the reputation of Los Angeles as the center of the entertainment world. Located on Hollywood Boulevard and Vine Street, the new W Hotel hopes to attract star-struck tourists who want to get up close and personal with the movie industry.

The only problem is that fewer and fewer people are heading out to Los Angeles, which is putting a bit of a squeeze on the new property. There’s an opportunity hidden in the situation, however. Carlos Becil, W’s North American vice president, says, “When we come out of this down cycle we’ll own the upswing with all these newer hotels,” Becil said to Bloomberg News.

The financial crisis has been particularly hard on the W chain. The W San Diego was taken back by its lenders after Sunstone Hotel Investors, which had owned the property, couldn’t get the terms of its $65 million securitized mortgage changed. The W New York Union Square was bought by Dubai World in 2006. Well, it missed a payment, which wound up pushing the property onto the auction block back in December. Dubai World also has an interest in the W Washington, D.C., a loan on which is 30 days delinquent. The debt servicer and borrower are working on a solution.

Hotels working on technology that could eliminate front desk check-in

by Melanie Nayer on

Imagine checking into your hotel room from your WiFi-enabled flight, or even in the cab on your way to the hotel from the airport. According to a story in USA Today’s Hotel Check-in column, that’s the concept some hotels are working on.

Starwood Hotels has been at the forefront of this high-tech endeavor with their Aloft Hotel in Lexington, Mass. You have to be a member of the Starwood Preferred Guest loyalty program to test it out (the program is free to join). You’re then mailed a keycard with RFID capability, and what happens next could eliminate a lot of hassle for rushed guests.

From USA Today:

“On the day you’re set to arrive at the Aloft Lexington hotel, you’ll be sent a text message to your Blackberry, iPhone or other mobile device disclosing your room number at the Aloft. When you arrive at the hotel, you’ll then be able to go straight to your room, using your keycard to unlock the door. The door lock will recognize the RFID card when its nearby, so there’s no need to drop your bags at the door to remove the card from your wallet; instead, you’d be able to simply tap your wallet on the lock.”

We want to know: What do Gadling readers think about this high-tech concept? Would you rather pass by the front desk and head straight to your room, or do you like the personal attention at the check in desk? Let us know your thoughts.

Starwood plans a Sheraton Times Square makeover

by Melanie Nayer on

The Sheraton Manhattan at Times Square is prepping for a bit of a nip/tuck, says owner Starwood Hotels & Resorts Worldwide Inc.

The redevelopment plan will evaluate how to best make use of the full city-block space the hotel occupies (Broadway, Seventh Avenue and 51st and 52nd Street near Times Square). Part of the makeover will include the Sheraton flying a Starwood flag. As the hotel is redeveloped, Starwood will remove the Sheraton flag and operate the hotel as a non-branded Starwood property beginning in April. The Sheraton Times Square will remain open and will continue to be a member of the Starwood Preferred Guest loyalty program.

This redevelopment is another example of Starwood’s bold entrance into the New York City hotel arena. Starwood has 13 hotels in New York City with plans to open six more in 2010, including two properties in Brooklyn and Tribeca, the W New York Downtown and the Four Points by Sheraton Long Island City. In addition, Starwood will debut its two newest brands – Aloft New York Brooklyn and Element New York Times Square West – later this year. The Sheraton New York Hotel & Towers, the Sheraton brand’s flagship New York property, will launch a $90 million renovation later this year.

Starwood accuses Hilton of corporate espionage

by Tom Johansmeyer on

Two of the largest hotel chains in the world are locked in battle — legal battle. Starwood Hotels has accused 44 of Hilton‘s top executives of stealing trade secrets. Christopher Nassetta, the CEO of Hilton, is alleged to have known about this activity, according to an amended complaint that Starwood filed with the Manhattan federal court. The object of affection thievery was the luxury category of Starwood’s portfolio, including the St. Regis, W and The Luxury Collection.

According to Starwood’s complaint, Nassetta is said to be under “intense pressure” to deliver the financial returns expected by the Blackstone Group, the private equity firm that paid $26 billion for Hilton in 2007. The complaint further states, “Intense pressure — whether from Blackstone or otherwise — is no excuse for corporate espionage, and it is no excuse for the massive theft and widescale use of confidential and proprietary Starwood information.”

According to a USA Today report, Hitlton’s spokesman, Aaron Radelet, declined to comment, because the company doesn’t discuss pending litigation.

Starwood is looking to appoint monitors to make sure that Hilton complies with all injunctions, and it’s also seeking a court-imposed “time out” period during which Hilton wouldn’t be able to move forward with its luxury brands.

[Photo by p c w via Flickr]

Starwood Hotels to add 6,000 U.S. jobs in 2010

by Melanie Nayer on

Starwood Hotels, the operator of Sheraton, Westin and W brand hotels, gave the U.S. job market some much needed hope when it announced plans to add about 6,000 new U.S. jobs in 2010.

Starwood said the new jobs will be created in accordance with the 80 to 100 hotels it plans to open this year, including hotels in New York City, Los Angeles, Biloxi, Miss., Kalamazoo, Mich. and more popular cities nationwide. Positions available include everything from general managers and human resource workers to housekeeping and guest services.

Starwood said a number of upcoming hotels are hiring now or plan to do soon, including The Westin Austin at The Domain, Sheraton Brooklyn New York and the Four Points by Sheraton Biloxi Beach Boulevard. If you’re interested in the hospitality industry, check out the Starwood job board at www.starwood.jobs or new-hotels.starwoodpromos.com.