Starwood Hotels & Resorts Worldwide, Inc. has a rich history that spans over five decades. It is marked by strategic acquisitions, brand development, and significant influence within the hospitality industry. Known for its diverse portfolio of hotel brands and innovative approaches to hospitality, Starwood has undergone several changes. These include acquisitions, brand launches, and ultimately, its acquisition by Marriott International in 2016. This article explores the history and evolution of the Starwood Hotels & Resorts logo over the years.
The Genesis of the Starwood Hotels & Resorts Logo (1996 – 1998) (Logo Unavailable)
After the acquisition of Westin Hotels & Resorts in 1994, Starwood Hotels & Resorts began to refine its branding. The logo evolved to incorporate elements associated with Westin and reflected a more upscale and modern image. This period marked a transition toward a more hospitality-focused identity. However, the logo isn’t available.
(1998 – 2010)
After acquiring Sheraton Hotels and Resorts in 1998, Starwood introduced a new logo that featured a stylised star emblem alongside the wordmark “Starwood” in black, bold uppercase. The star had a black spiral shaped element emanating from it with a pointed end.
Below the wordmark was written “HOTELS & RESORTS WORLDWIDE, INC.” in smaller grey letters and using a sans-serif typeface. It was separated from the brand name with a thin grey line.
This design aimed to convey luxury and sophistication while maintaining a connection to its heritage. The logo was characterised by bold typography and a refined colour palette, which reinforced Starwood’s position as a leader in upscale hospitality.
(2010 – Present)
In 2010, Starwood unveiled a modernised logo that featured the brand name in black lowercase. The wordmark appeared with a multi-pointed star symbol placed between the letters “r” and “w.” Beneath the brand name was written “Hotels and Resorts” in a title case. Written in two levels, the wordmark appeared in a smaller size and rendered using a modern sans-serif typeface. This logo was designed with sleek lines and contemporary aesthetics, which aligned with the brand’s focus on innovation and luxury.
The Elements of the Starwood Hotels & Resorts Logo
Font
The wordmarks in the Starwood Hotels & Resorts logo are written using a modern sans-serif typeface. This enhanced readability and gave the logo a fresh appearance.
Colour
The colour palette of the Starwood Hotels & Resorts offers both black and grey, which reinforces a modern and luxurious feel.
The History of Starwood Hotels & Resorts
Starwood was founded in 1969 by Barry Sternlicht as a real estate investment trust known as Starwood Lodging. The company was established to capitalise on tax benefits associated with real estate investments. Initially, Starwood focused on acquiring various hotel properties across North America and operated them under different brand names.
During the 1970s-1980s, Starwood expanded its portfolio through acquisitions, thereby establishing itself as a significant player in the hospitality sector. In fact, the company primarily owned hotels rather than managing them. In 1994, Starwood made a key acquisition by purchasing Westin Hotels & Resorts from Aoki Corporation of Japan for approximately $561 million. This acquisition marked the first major step of the company into becoming a prominent hotel operator.
In 1998, Starwood acquired Sheraton Hotels and Resorts from ITT Sheraton, which included several other brands like Four Points by Sheraton and The Luxury Collection. This acquisition significantly expanded Starwood’s portfolio and market presence. Starwood launched the W Hotels brand, which targeted a younger demographic with its modern design and lifestyle-oriented approach. W Hotels quickly became known for its vibrant atmosphere and great amenities.
The introduction of Aloft Hotels, which was aimed at business travellers seeking modern accommodations with tech-savvy features, further diversified Starwood’s offerings. Additionally, Starwood acquired the Le Méridien brand during this period. In 2004, Barry Sternlicht stepped down as CEO to focus on his other venture, Starwood Capital Group. He remained on the Board of Directors until 2005. Steven J. Heyer succeeded him as CEO but left the company in 2007 due to management style issues and allegations of personal misconduct.
Frits van Paasschen was appointed as the new CEO. Under his leadership, Starwood began to shift its focus from owning hotels to becoming a management company and franchise for its brands. This allowed Starwood to expand its global footprint without the financial burden of owning properties.
In November 2015, Marriott International announced its intention to acquire Starwood for approximately $12.2 billion. This acquisition was finalised in September 2016, which resulted in the creation of the world’s largest hotel company at that time. The merger allowed Marriott to integrate Starwood’s extensive portfolio of brands. These include St. Regis, Westin, Sheraton, and W Hotels, which enhanced its global reach and customer offerings.
Interesting Facts About Starwood Hotels & Resorts
- Starwood was founded in 1969 by Barry Sternlicht as a real estate investment trust (REIT) called Starwood Lodging. Initially focused on acquiring hotel properties, the company quickly expanded its portfolio.
- In 1994, Starwood acquired Westin Hotels & Resorts, which marked its first significant move into becoming a prominent hotel operator. This acquisition laid the groundwork for future growth.
- In 1998, Starwood acquired Sheraton Hotels and Resorts from ITT Corporation, which included several other brands like Four Points by Sheraton and The Luxury Collection. This acquisition significantly expanded the market presence of Starwood.
- The acquisition of ITT was important for being one of the most dramatic takeover battles of the 1990s, where Starwood outbid Hilton Hotels Corporation to secure the deal. This made it the largest hotel company at that time.
- The Starwood portfolio included several well-known brands such as St. Regis, W Hotels, Westin, Le Méridien, Sheraton, Four Points by Sheraton, Aloft, and Element. Each brand targeted different market segments, from luxury to budget-conscious travellers.
- The introduction of W Hotels in 1999 marked a shift towards a lifestyle-oriented approach, which appealed to younger travellers with modern design and vibrant atmospheres.
- Launched in 1999, SPG was one of the industry’s leading loyalty programs. It allowed members to earn and redeem points without blackout dates. This innovative approach set a new standard for hospitality loyalty programs.
- Before its merger with Marriott, Starwood developed a mobile app that featured keyless hotel check-in. This enhanced guest convenience and set trends in mobile hospitality services.
- At its peak, Starwood operated over 1,200 properties in nearly 100 countries worldwide and employed approximately 180,000 people. This extensive network allowed it to cater to a diverse range of travellers across various markets.
- In the early 2000s, Starwood aimed to increase its presence in Asia, particularly China. The company planned to expand its portfolio significantly in the region and ended up targeting up to 200 hotels by 2007.
- In November 2015, Marriott International announced its intention to acquire Starwood for approximately $12.2 billion. The merger was finalised in September 2016 and created the world’s largest hotel company at that time.
- After the acquisition, Starwood’s loyalty program was integrated into Marriott’s system. It expanded benefits for members and enhanced customer engagement across both brands.
Finally
The Starwood Hotels & Resorts logo and its evolution show the growth of the hotel and are a testament to various acquisitions that have taken place over the years. The logo iterations encapsulate the brand’s dedication to providing exceptional experiences for travellers worldwide.