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A New Brand Experience

Not content to compete on beds and showers, hotel companies want to lure in customers by soothing the psyche.

By Maria Wood | Updated on November 15, 2006

Maria Wood is senior editor of Real Estate Forum, from which this article was excerpted.

At its media summit in New York City in May, Starwood Hotels & Resorts Worldwide Inc.’s CEO Steven Heyer gave what could be considered an unusual speech by the head of a major lodging company. Yes, he mentioned Starwood’s strategic plans for expansion and RevPAR. But he also talked about creating a sensory bond with guests. “A brand,” he said, “is not just a bed and a room, but a unique experience.”

Those themes were further supported by the company’s marketing chief, Javier Benito. “There is more emotional connection between a consumer and a detergent than a hotel room,” he said.

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