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DONOTPRINTTHISPAGEPUFILE:WCover_PocketORIGINALTHINKING11-08-05_BrandBrochure2/7/0611:56AMPage1PURSUETHEUNEXPECTEDWHOTELSEXTRAORDINARYSUCCESSISALLABOUTDARINGVISION:ABRILLIANTAWARENESSOFWHATTHEMOSTSOUGHT-AFTERTRAVELERSREALLYWANT.Takingafreshspinonthewaypeoplesleep,flirt,smile,splurgecreatedalifestyle-focusedhotelbrandunlikeanyother.Wistheinsiderexperience.Theunforgettableescape.Arock-solidperformerthatcontinuestosoaraboveitscategorywithamagicalmixofstyleandsoul.Unitedbyiconicdesign,strategicalliances,publicity-drivenpromotionalprograms,andtheWhatever/Wheneverphilosophy...WHotelsistheever-evolvingsuccessstorythatonlygetsbetter.WSeoul-WalkerhillWChicago-LakeshoreWLosAngeles-WestwoodWMontréal$200$190$180$170$160$150$140$130$120$110$100Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q32002200320042005WMWMWHOTELSHAVETAKENTHEBUSINESSTRAVELTRENDTOWARDBOUTIQUEHOTELSANDSUPERSIZEDIT…TRAVELERSWITHASENSEOFSTYLECAN’TGETENOUGHOFTHEWCHAINFORITSHIPFACTOR.–Entrepreneur,April2005WHotelsRevPARincreasedoverthepast14quarters.Thepercentagesshowgrowthsincesamequarter2002.DatarepresentsNorthAmericanpropertiessystem-wide(source:SmithTravelResearch).WHOTELSREVPAR,NORTHAMERICA11-08-05_BrandBrochure2/7/0611:57AMPage2EXPLORENEWHORIZONSFAR-REACHINGEXPANSIONISTHEHEARTBEATOFW.THEENERGYANDCACHETOFTHEBRANDMAKEITAWINNERLONGBEFORETHEDOORSOPEN.There’saDNAtotheWbrandthatmesheseffortlesslywiththemostvibrantcitiesandhottestresorts.Itsgrowthsincethe1998launchhasbeenanindustryphenomenon.FromMontréalandSeoul,toBarcelonaandtheMaldivesin2006,W’son-the-edgesophisticationisunmistakable.Takeyourpick:newbuilds,adaptivere-use,conversions.They’reallwaystodelivertheuniquenessofWHotels.WMexicoCityWMaldives-FesduResortWNewYork-UnionSquareWMontréalasedrs.wthertiesarch).WHotelsWHotelsvs.UpperUpscaleSegmentWHotelsvs.LuxurySegment$210$190$170$150$130$110$90$70200120022002200220022003200320032003Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q32004200420042004200520052005SmithTravelChainWHOTELSVS.SMITHTRAVELCHAINWHotelsRevPARcontinuestooutperformitssegment,evenafterbeingredefinedasaluxurybrandbySmithTravelResearchin2004.DatarepresentsNorthAmericanpropertiessystem-wide(source:SmithTravelResearch).INTERNATIONALACCLAIMWMONTRÉALCondéNastTraveler2005HOTLISTWSEOULCondéNastTraveler2005HOTLISTWSANDIEGOCondéNastTraveler2004GOLDLISTWSYDNEY,WATERBARWallpaper2004TOPFIVEBARSINTHEWORLDWMEXICOCITYInteriorDesignandHotelsMagazine2004GOLDENKEYAWARDFORHOTELDESIGNWSANFRANCISCOCondéNastTraveler2002WORLD’STOP100:THEWORLD’SBESTPLACESTOSTAYWLOSANGELESCondéNastTraveler2002GOLDLIST11-08-05_BrandBrochure2/7/0611:57AMPage3MAXIMIZEMIXED-USELUXURIOUSWRESIDENCESTRANSPORTTHEWBRANDFARBEYONDTHEHOTELCATEGORY.THEIRUP-TO-THE-MINUTESTYLEANDSENSIBILITYAREUNIQUE–COMMANDINGAGENEROUSPREMIUMOVERNON-BRANDEDPROPERTIESANDSELLINGATANEXCEPTIONALPACE.ForthesavviestfansofWHotels,thenotionoflivingtheWlifefull-time–orastheperfectpiedàterreretreat–isirresistible.WResidencesareagrowingcomponentofmanynewpropertiesunderdevelopment,offeringhomeownerscarefreeaccesstoallofW’sup-to-the-momentservicesandamenities.ProceedsgeneratedbythestrongappealofWResidencescanhelpoffsethoteldevelopmentcosts,whilerentalcondominiumscanincreasehotelinventory.WDallasVictoryHotel&ResidencesWDallasVictoryHotel&ResidencesrepresentsW’sfirstmixed-useproject.Whentheoriginalofferingof63WResidencessoldoutatanimpressivelyfastpace,asecondWResidencetowerwith83unitswasaddedtomeetthedemandofbuyersmorethanwillingtopayfortheprestigeandexcitementofWHotels.WDALLASVICTORYRESIDENCESSOLDFORANAVERAGEOF60%MOREPERSQUAREFOOTTHANNON-HOTELAFFILIATEDPROPERTIES.Source:DeltaReport,200411-08-05_BrandBrochure2/7/0611:57AMPage4WSydneyWChicago-LakeshoreWChicago-CityCenterWSeoul-WalkerhillPROFITFROMPLEASURETHEHOTTESTRESTAURANTS,BARS,BOUTIQUESANDSPASPLAYVITALROLESINTHEWHOTELSEXPERIENCEANDBOTTOMLINE.FORGUESTSANDLOCALSALIKE,THEMOREWTHEBETTER.PleasureremainstheessenceoftheWbrand,andcelebratinglifewithimaginationcanbeveryrewarding.W’sfamedLivingRoomsareamazingrevenueresources,powerhousefusionsofenergy,uninhibiteddesignandtantalizingcocktails.Destinationrestaurantsandtopchefsseducethesenses.Bliss®Spasandtheirrejuvenatingproductstakeindulgencetoanewlevel,whileWHotelstheStoreletseveryonetakeWstylehome.FEWHOTELSHAVEEMBRACEDRETAILINGASENTHUSIASTICALLYASTHEWCHAIN.–NewYorkTimes,April200411-08-05_BrandBrochure2/7/0611:57AMPage5WNewYork-TimesSquareTAPSTARWOODBRILLIANCESTARWOODPROPELSWHOTELSGROWTHWITHANUNMATCHEDSYNERGYOFGLOBALSALES,TARGETEDMARKETING,CUTTING-EDGETECHNOLOGYANDTHESTARWOODPREFERREDGUEST®PROGRAM.NothingcompareswithhavingtheprovenresourcesofStarwoodHotels&Resortsbehindyou:aworldwidesalesnetwork;creativeadvertisingandmarketingthatzeroesinonprimetravelers;future-focusedtechnology;stylishandinnovativedesigntalent.CountonStarwoodtokeeptheWbrandgrowing.AndcountonStarwoodPreferredGuest–themostlaudedloyaltyprogramintheindustry–todeliverthemostdedicatedtravelerswhileenhancingAverageDailyRate.AuniquebenefitofWisthatthehotelcompetesinbothboutiqueandlarge-scalecategories,withthepowerhousesupportservicesofStarwoodHotels&Resortsco