Originally Posted by
sfozrhfco
The whole point of the brand is to NOT have to build or acquire any hotels. It is simply offering independent hotels a soft brand to keep their own identity while gaining many of the same benefits of being a "name brand." Thus Starwood simply has to negotiate with existing hotels as to how much money they would be giving Starwood in exchange for getting into SPG and the Starwood distribution and marketing network.
Thanks for the clarification.
If that does mean 100 new boutique 4/5* Starwood hotels around the world assuming full membership of SPG then that would be fantastic news for me. I was beginning to run low on appealing Luxury Collections to go to.