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Hotel Lawyer and Hotel Law Blog report from Phoenix — “Element”

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19 September 2006
As a record 1,200 hotel industry members meet at The Lodging Conference at the Arizona Biltmore in Phoenix, Starwood Hotels & Resorts Worldwide held a special reception to announce the long-anticipated new name for its Westin extended stay product.

At a beautiful reception, complete with live band, pyrotechnics and ice sculptures, Steven Heyer, CEO of Starwood, said that you don’t extend on a weak brand, but only on a strong one. That is why Starwood is extending the Westin brand into the extended stay lodging segment.

With core values of being a smart, renewing haven for extended stay guests–in order to create a space where guests can be in their element–the new brand is called, simply, “element.” And its logo is a designer lower case “e” with a splash of green.

More on the pulse of the industry from The Lodging Conference soon!

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