Starwood Hotels, Seeking Differentiation, Customizes Wedding Sites

Starwood Hotels & Resorts Worldwide, Inc. is helping brides- and grooms-to-be breathe a little easier, offering couples a new online site to book hotels rooms for out-of-town guests and a free customized wedding Web site.

Starwood Hotels simplifies wedding planning with online booking and free Web site

Engaged couples simply book a block of rooms for their upcoming nuptials at any one of Starwood’s 750 St. Regis, Luxury Collection, Westin, W. Sheraton and Four Points by Sheraton hotels. In return, a Starwood wedding specialist will create a customized wedding Web site for free.

The Web site is a personalized, online resource for couples to give guests an easy way to book room reservations, to RSVP to the wedding itself, access registry information and learn about travel and reception information. The site also includes special sections for photos and the couple’s courtship memories and stories. Couples can also post event updates and track guests’ hotel arrangements. The program launched on Feb. 22.

“We know the wedding planning process for the bride and groom can be a big hassle,” said Jennifer Hyman, manager of leisure strategy for Starwood. “We saw an opportunity to really provide a high level of services to the bridal population.”

Brides and grooms can log on to
Starwoodhoneymoons.com/guesttravel and follow the online directions to book a block of rooms. A Starwood wedding specialist will contact the couple once the room block is confirmed to create the Web site. Personalized Web sites will remain online for a few months following the couple’s wedding, Hyman said.

Customized Wedding Web sites typically cost up to $1,000 to design and maintain, Hyman said. Starwood Hotels is offering the free service as an extra incentive to couples that select one of the company’s hotels for their guests.

“It’s functional,” Hyman added of the service. “It’s an elegant, customized solution that’s generally a very clunky process.”

Internet materials and direct mail materials support.

It’s not the first time Starwood Hotels created a program targeting brides and grooms. In May 2004, Starwood announced a partnership with
WeddingChannel.com and introduced the Starwood Honeymoon Registry. The program, which is ongoing, gives couples the chance to register for honeymoons at any Starwood hotel and resort. Family members and friends can contribute money to the couple’s honeymoon destination.