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Starwood improves hotel room descriptors.

Publication: Business Travel News
Publication Date: 25-OCT-04 		Format: Online - approximately 962 words
Delivery: Immediate Online Access

Article Excerpt
Starwood Hotels & Resorts Worldwide last week said it is improving the descriptions of its rooms and properties that appear in global distribution systems and corporate online booking tools. The move addresses long-standing complaints from business travel buyers that these descriptors often use jargon and coding that are hard for their travelers to understand. In addition, Starwood is customizing property descriptions for some key accounts, so that travelers also will know what value-added amenities buyers have negotiated specifically for them at that property.

Meanwhile, Starwood also is the first hotel company to introduce prototypes for upscale and upper upscale hotels, with the first of the new scaled-back Sheratons and Westins now under construction.

Other hotel companies have grappled with buyer complaints about confusing property descriptions, but Starwood appears to be the first major player to tackle the problem aggressively. The code-heavy descriptors were...

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