Starwood Hotels & Resorts will be re-launching all its brands, including Le Meridien which it has just acquired, throughout this year.

The Westin brand, for example, will position itself around the concept of renewal. It will offer signature experiences that encapsulate its renewal values. These include Westin Breathe (no smoking in a Westin hotel) and Westin Unwind, a renewal hour ritual at all Westin hotels to symbolise the transition from day to evening, in order to renew guests' spirit and put them in the mood to relax. This new brand concept is already being implemented at The Westin Dragonara Resort with the Unwind that happens every evening when the bar is transformed with live music, low lights, scented candles and specials on food and snacks.

Work on the brands' re-launch has been in progress for a year and Starwood recently held its first brand summit in San Diego, where key executives met to further discuss the brands' directions and positions.

The impetus is partly driven by Starwood's new CEO, Mr Steven Heyer, who, as former Coca-Cola president, is a believer of brands. As well, global chains, which grew larger by buying up other chains, began to recognise shortfalls in providing clear and distinct brands. Plus, any attempt to differentiate via product branding, such as Westin's Heavenly Bed, is quickly copied and becomes a qualifier, not differentiator. This is why Starwood wants to come up with signature experiences which cannot be copied.

Seven brand trainers will be training Starwood associates on each brand's positioning and how to deliver the signature experiences.

Meanwhile, with the Meridien acquisition, Starwood is able to offer a wider portfolio of hotels globally.