Print

Email story

Comment

Email editor

Talk of the bay

Starwood says Tampa hotel will offer upscale bargain

By STEVE HUETTEL
Published June 13, 2005

Tampa might be one of the first locations for a new hotel brand that promises travelers pizzazz at a bargain price.

Starwood Hotels & Resorts Worldwide last week released details of its much anticipated new chain, identified only as "Project XYZ."

The alphabet code name is a reference to Starwood's upscale "W" chain. The 7-year-old brand created a buzz among affluent younger customers who like its cool bars and modern furnishings. Room rates for W average about $260 a night but can reach more than $400.

XYZ will target travelers on a tighter budget, with room rates less than $150. The chain will be in the "limited service" category now occupied by brands such as Courtyard by Marriott, Hilton Garden Inn and Starwood's Four Points by Sheraton.

XYZ is designed to capture some of the W's style, with a 24-hour kitchen for food to go, a "commons" space with a "'sunken conversation area" and lounge that will attract locals as well as hotel guests.

"Affordable doesn't have to be boring as brands like JetBlue, Mini Cooper, West Elm and Target have proven so brilliantly,' said Starwood chief executive Steven Heyer in announcing the brand last week. He described XYZ has having "the DNA of W."

Starwood plans to open the first new hotels in 2007 and have more than 500 by 2015. Tampa was among five cities the hotel chain identified as candidates for the first XYZs, all places where the high-end hotel customers are hard to come by.

"They tend to be markets that might not support a W product but would still value this concept," spokeswoman K.C. Kavanaugh said. Some national hotel building groups have been in touch about a Tampa location, she said.

And, by the way, it won't be called XYZ. Starwood plans to announce a permanent name this year.

[Last modified June 10, 2005, 19:21:02]