Starwood Hotels & Resorts Worldwide announced plans for "a new upper upscale extended stay brand inspired by Westin Hotels

." The company said it identified 150 target markets for the yet-to-be-named brand, which Starwood opted to build anew rather than develop through acquisition. "The product in this segment is frankly pretty boring," said CEO Steven Heyer. Starwood expects to debut the first new properties by the end of 2007.