Early on, Design Hotels narrowed in on the concept that innovative design was the foundation for any good brand experience. The company built on that by promoting the member hotel owners as expert curators of their local neighborhoods.
This is the best of both worlds for independent hotels: Keep your freedom, but get access to the a broader network. And Starwood can boast more destinations with little effort.
Lifestyle hotel brands such as Starwood's Aloft and Element are growing substantially, but the smaller number of rooms in these properties is weighing down Starwood's growth. Starwood is looking at some creative ways and partnerships to jumpstart room growth.
Design Hotels CEO believes that editorial content, special events/venues, and pop-up hotels have become the most significant differentiators in hospitality