Starwood Debuts Upgraded Four Points Prototype

Seeking to capitalize on growing business travel demand for select-service products in a tier long dominated by Hilton and Marriott, Starwood Hotels and Resorts earlier this month unveiled a new prototype for its Four Points by Sheraton brand.

Starwood is overhauling its Four Points by Sheraton design and replacing it with upgraded amenities geared toward business travelers. The new design will feature complimentary high-speed Internet in all guest rooms and a fresh-cooked breakfast buffet. A key element to the new design is the installation of Wi-Fi, not only in the public areas, but in guest rooms as well. "Our findings have told us that business travelers like to work on their laptops while sitting on top of the bed," said Hoyt Harper, senior vice president of Four Points by Sheraton.

The new prototype, designed for high-end suburban areas and secondary markets, is tailored to fit either 90 or 186 guest rooms. Four Points also is creating a vertical version of the prototype, to be installed where there is constriction on land. The design will be six to eight floors and target cities and office parks.

"The prototype cuts through the competitive clutter, offering an intelligently designed hotel that is outstanding for its approachable hospitality and highly desirable amenities," Harper said. "The flexibility of the design allows us to introduce the brand's honest, uncomplicated hospitality to the most urban, suburban and resort markets."

That design has been streamlined to expedite implementation, so developers don't miss out on growing demand and rates.