| WHITE PLAINS, N.Y. Dec. 28, 1998--Starwood Hotels Resorts
Worldwide, Inc., announced today that in February of 1999 the hotel giant
will launch a new and innovative frequent guest program, Starwood Preferred
Guest(SM). All active members of Sheraton Club International and Westin
Premier will be automatically enrolled in Starwood Preferred Guest, one
of the largest programs of its kind in the world.
Starwood Preferred Guest will mark the hotelier/real estate magnate's first cross-branded consumer program. Featuring a vast global portfolio of properties, Starwood Preferred Guest will allow guests to accumulate points and redeem awards at Westin Hotels Resorts, Sheraton Hotels Resorts, The Luxury Collection, Four Points, Caesars and Starwood's new W brand hotels -- representing more than 550 participating properties worldwide. "New participants, as well as current members of Sheraton Club International and Westin Premier, will now have access to a bigger and better frequency program that we believe will be far superior to those of our competitors," said Juergen Bartels, Chief Executive Officer, Starwood Hotels Resorts Worldwide, Inc.-Hotel Group. Starwood Preferred Guest offers an unrivaled portfolio of hotels, featuring more properties in popular destinations than any other competitor. Examples include:
 Bartels
promises lots of innovations, "This is not simply a merger of Westin and
Sheraton's frequency programs. We have taken the best elements of both
programs and added more compelling features. In the months to come, we
look forward to announcing the many new benefits and highlights that will
make Starwood Preferred Guest a revolutionary program -- easier, faster
and more rewarding than any other frequency program the travel industry
has ever seen."
The transition for members of Westin Premier and Sheraton Club International will be seamless and all can use their current membership cards and portfolios to earn and redeem awards until they receive new Starwood Preferred Guest cards. Full details on Starwood Preferred Guest and its exciting kick-off event to follow shortly. |