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New Starwood Program Reaches Out to FamiliesApril 9, 2008 By: David Eisen
Starwood Hotels & Resorts, which operates brands such as St. Regis, W and Sheraton, is launching a new family-oriented program under the tagline, “Love Your Family.” The new program, which is designed to appeal to both kids and adults, will launch at 29 resorts in the U.S. and Caribbean under the St. Regis, Sheraton, Westin and Luxury Collection flags. The program will subsequently expand internationally to Canada, Latin America and Europe by 2009.
Love Your Family revolves around the notion that when spending vacation together, kids and their parents are looking for creative programming that includes the entire family. The programs three core elements or experiences revolve around Fireside Storytelling, Stargazing and Dive-In Movies (watching movies while taking a dip in the pool). There is also a Parents’ Night Out component, which affords parents a “guilt-free” night off while their children enjoy the company of other kids staying at the resort. Each resort’s program will be coordinated by a Director of Fun, a newly appointed position by Starwood.
“The purpose of Love Your Family is not only to help families maximize their time together, but to create memories that will last well beyond the flight home,” said Matt Ouimet, president, Starwood Hotel Group.