I wouldn't agree with this sentement and think that it's not really aligned with the LM brand strategy (at least as it exists today). The article cited also indicates that LM and W are not really in the same category as percieved by Starwood - and that does make sense to me.

From my perspective, the LM brand fits squarely in a "Basic Full Service" type of category that would include Sheraton and Westin. Targeting business travelers, some meeting / convention business, etc.

W in my mind is a class of service above the type listed above. The properties tend to be more unique, have a broader variety of suites, target business travelers but also represents a lifestyle brand. Although, I wouldn't agree that W is a "luxury" brand as identified in the article. Clearly the Luxury Collection and St. Regis properties stand above.

In fact, if I had to pick a brand in the Starwood portfolio that was closest to LM, I'd pick Westin. In a lot of ways, it makes sense to align the marketing management, although at the same time, it may not serve well if the intent is to make the Westin and LM brands distinct from each other.

The results remain to be seen, but I think the internal alignment of LM is much closer to Westin than W.