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Westin KOs W for top upper upscale post. (Special Report: Top U.S. Hotel Chain Survey).

Article Excerpt
There's a family rivalry underway at Starwood Hotels & Resorts Worldwide in the upper upscale category of the hotel survey. Last year, W Hotels, which launched in 1998, knocked sibling Westin Hotels & Resorts out of the survey's number-one berth, a position it held for two years. This year, the more established Westin got its revenge, recouping the top spot and sending baby sister W into the number-two position.

Also noteworthy in the upper upscale ranks this year was the first appearance of Omni Hotels, which previously had competed in the upscale category. It finished in third place. Plus, this year marked the first appearance of Marriott In- ternational's J.W. Marriott brand in the survey overall. It finished in the number-five spot.

Respondents ranked Westin highest for its corporate rate program and timely commission payments. Westin also scored highly for its ease in arranging individual travel. W, meanwhile, received the best scores for the quality and variety of both its in-room features and business amenities.

POSITIONING PROVES KEY

In a year that saw buyers trading down to less expensive price points and, simultaneously, hotels at the high price points cutting rates to protect their business travel base, hoteliers at the upper upscale tier said they were well positioned. "We're right below the luxury price point, so when the market goes down, we benefit from travelers looking to economize a bit. At the same time, when the market improves, people buy up, so we'll benefit from travelers looking to upgrade from upscale," said Sue Brush, Westin senior vice president. In fact, Brush noted that in terms of service and amenities, a number of the Westins that opened in 2002 actually would qualify as deluxe properties. She cited the Westin New York Times Square and the Westin Kierland in Phoenix as examples. "But when it comes to competitive positioning, the top of the upper upscale is just where we want to be," she said.

Given the economy and its location near Times Square--where "a number of corporations have moved their headquarters"--the new 863-room New York property "positions...