Hotels Try New Features With Test Rooms

New York Times, April 29, 2008 — It is known simply as the X-room. Set up last November at the Courtyard by Marriott in partnership with the University of Delaware in Newark, it is a test guest room. It is equipped with everything from waterproof mattresses to the experimental technology of wireless electricity (no plugs) to a specially designed Nintendo Wii game console for travelers. There is also a digital door display that lets guests see who is in the corridor.

Think Big

Prophet, September 14, 2007 — In this article that appeared originally in the Wall Street Journal, Dave Aaker argues that to win market share, don’t try to influence what brand of product people buy. Change how they use the product in the first place.

Westin Gives Customers the Jiggle Test†

Brandweek, May 15, 2007 — In striving to become a lifestyle and not merely the hotel positioned on personal renewal, Westin Hotels & Resorts is going directly to the public today with answers to unusual questions. In an online effort developed in-house, the chain will, for example, tell potential customers how to measure muscle tone with the jiggle test, or find a natural expectorant through spicy foods. The Starwood Hotels & Resorts brand today introduces www.FindRenewal.com as well as an in-room TV channel flush with advice and recipes from experts who comprise Westin’s newly assembled Renewal Council.

Boutique Backlash: Rethinking Ultra-Chic Hotels†

Owners Push Comfort, Service As Some Guests Start to Shun Too-Hip Bars, Worn Furniture

Wall Street Journal, February 13, 2007 — The W Chicago City Center has a stylish lobby and chic guest rooms, with 350-thread count sheets and marble bathrooms. But it doesn't have a bar Frank Bynum feels comfortable in, or even a phone he can understand.