What's in a name? More than you might think, when it comes to deciding what to call a new hotel chain.
In the old days, hoteliers like Conrad Hilton and Howard Johnson put their monikers on the marquee. Later, it was fashionable to spell out what hotels offered: Guest Quarters, Homewood Suites. And along came chains like Ritz-Carlton (promising classy digs) and W (telegraphing breezy hipness).
Wednesday, Westin announced the name of its first extended-stay brand, a line of "upper upscale" studios and one-bedroom suites fitted out with Heavenly Beds, contemporary furnishings and kitchens with stainless-steel appliances.
It's called ELEMENT.
But the months-long naming process was far from elementary. These days, branding a hotel chain is serious business. Hotel executives agonize over what combination of letters will instantly convey its personality, capture desired guests and make it stand out from the competition.
ELEMENT, for instance, was just one of about 500 names that came up in brainstorming sessions, focus groups and suggestions submitted by employees of Starwood Hotels & Resorts (Westin's parent company).
Starwood wanted the chain, which will make its debut in Lexington, Mass., in late 2007, to stand out from competitors' offerings that Starwood CEO Steven Heyer calls "pretty boring." It will compete for customers with Residence Inn by Marriott and Homewood Suites.
The aim was to find a name that was simple, modern and not too literal, says Sue Brush, senior vice president of Westin Hotels & Resorts.
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Source - USATODAY
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