The Refinishing Touch Blog

It isn't often we hear about changes at the C-level within major hotel brands. However when announcements at this level of change and restructuring are made, we are often left wondering what the new structure of the organization will look like and what impacts, if any, the changes will have on the brand itself. Change can breathe new life into an organization. We saw this last week when Starwood Hotels and Resorts took its solid existing reputation for innovation internally and made itself an example of positive change.

Starwood announced a restructuring of its senior leadership with the appointment of Matthew E. Avril as the new president of Starwood's Hotel Group last week. And as stated by the company 'to better position for long term growth,' the new appointment came along with naming Avril's former co- president, Sergio Rivera as sole head of Starwood's Vacation Ownership unit bearing a new title as the CEO of SVO. Each will continue to work under Frits van Paasschen, president and CEO of Starwood Hotels and Resorts.

In statements made last week by Starwood, the changes are a response to 'current economic conditions.' From our perspective it is also a gesture towards an organizational change in a positive, proactive direction. In an industry where economic instability has begun to make its presence known, Starwood's efforts are being put forth to "continue to grow its global footprint" working toward efficiency initiatives across all of its brands. Paasschen was quoted saying that they are "working to streamline the organization, reduce costs, improve efficiency and ensure properly structuring for long term growth."

The restructuring isn't the only recent news about Starwood. As green initiatives continue to make their presence known, Starwood remains a leader in the industry's movement toward efficiency change and improvements. They have recently become America's first LEED-certified hotel brand with the development of their newest brand, Element by Starwood.

We here at The Refinishing Touch are proud to hear of the positive change that is rapidly spreading throughout our industry and are anxious to see what the efforts of Starwood's newest leaders will bring. We wish them every success in their new positions and their new strategy.

Labels: Green, Hospitality, Starwood