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Starwood Goes Beyond Hotel Walls

Published Monday, September 15, 2008

Starwood Hotels & Resorts is a master at brand extension. Through a variety of marketing and revenue-generating programs, the hotel company generates buzz among consumers in its core demographics. Here are two recent examples: Westin's iconic Heavenly Bed is now in the air through an extension of its partnership with United Airlines. United's first and business class p.s. service between New York and California now features blankets and pillows based on the style of the Heavenly Bed. Also, attendants offer passengers White Tea-scented towelettes and mints and custom video and music from Westin's lobby music playlist.

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