Starwood Debuts Extended Stay W

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Starwood Debuts Extended Stay W

By Michael B. Baker

OCTOBER 19, 2009 -- Starwood Hotels & Resorts Worldwide's W Hotels brand this month introduced an extended stay program at the W Silicon Valley in Newark, Calif.

The recently renovated property this month announced rates beginning at $79 a night for travelers who stayed at least seven nights. The property is the first in the W brand to add extended stay rates in addition to transient rates, said Suzie Yang, the hotel's general manager.

The extended stay rate applies to the property's one-bedroom suites, which have furnished kitchenettes like traditional extended stay properties. The rate includes food and beverage vouchers and discounts, grocery services and free high-speed Internet access.

Though the offer is limited to a single W property, traditional transient properties adding extended stay rates is not an uncommon practice during buyer's markets, as shown the previous economic downturn (BTNonline, June 24, 2002). Extended stay demand in general is more stable than transient demand, although the segment seems likely to face its first recorded annualized drop this year (BTNonline, June 22).

Starwood in the past few years also has launched an upscale extended stay brand, Element, intended to be a sister to the Westin and Sheraton brands.

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