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OCT 2007

Starwood Hotels: Rubbing Customers The Right Way

Massages and other unlikely Six Sigma ventures are winners at Starwood Hotels

BusinessWeek, October 8, 2007 — In January, 2006, the Westin Chicago River North hotel was picked to pilot a project, dubbed Unwind, for the upscale hotel chain. The purpose: to think up a set of nightly activities that would draw guests out of their rooms and into the lobby where they could mingle, develop a greater loyalty to the hotel group, and maybe spend a little more money. Westin spied an opportunity after a study found that 34% of frequent travelers feel lonely away from home. The Unwind project led the Westin to develop dozens of activities, including massages, at the Chicago hotel.

Category: Innovation
Tags: Starwood, Six Sigma

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