Click here to preview the new Fast Company

Want to try out the new

If you’d like to return to the previous design, click the yellow button on the lower left corner.

Starwood's New Chinese Hotel Is Half-Sheraton, Half-Westin, And Twice The Appeal

Starwood Hotels opens a dual-branded resort in Changbaishan, China, in August. Half Sheraton, half Westin, it offers distinct experiences to leverage brands and create return guests. Here's what each half is selling.


Familiarity: Sheraton was the first international brand to open in Beijing in 1985 and thus already has a strong foothold in the fast-growing Chinese market.

Social spaces: The Sheraton caters to travel groups and is considered a social brand. The lobby was designed to encourage mingling, and food and beverage options are served throughout the day.

A family getaway: All of the guest rooms at the Sheraton feature generously sized lounge areas to foster quality time among families.


Newness: Its presence is intended to entice Sheraton visitors to return as Westin guests. "It's the best way to raise awareness for the brand," says global brand leader Brian Povinelli.

Solitude: The Westin aims to create an escape and swaps spaces that encourage group interaction for design that caters to the traveler who's looking for a getaway.

Personal well-being: A menu featuring superfoods, a state-of-the-art spa, and its Run Westin program (3- and 5-mile running paths surround the hotel) are intended to boost travelers' health.

Add New Comment