by Jacquie Ang

Bright young things in the form of individualistic boutique hotels oozing sexy, hip appeal stoke urban trends.

On the contrary, the widely admired Westin is an inimitable Grace Kelly, upholding a class of its own with efficient service in an effortless style and gracious attitude for a truly unforgettable experience since it opened its discerning doors in 1930.

Its name graces more than 150 hotels and resorts in over 20 countries and the Westin brand is synonymous with driving service innovation within the hospitality industry.

This unyielding regard to serve guests with nothing less than the best in experience stems from its birth: Westin was born out of an alliance between two hotel rivals who found themselves having breakfast at the same diner in Yakima, Washington.

Strange bedfellows, but what a success of a marriage they made. Westin has been making history throughout its 78 years of establishment. Known as Western Hotels then, its succession of momentous “firsts” that left competition by the wayside took root with credit — it issued the first guest credit card in 1946. A year later, it was the first hotel that could confirm guest reservations instantly with the introduction of the “Hoteltype” reservations system.

The 78-year-old establishment‘s target audience is defined as college-educated professionals, skewing slightly towards the males, between the age of 35-49 years old. The group belongs to a certain class of travelers whose demanding standards draw them to hotels that can efficiently fulfill their business and leisure needs, because they are motivated individuals striving to achieve their personal best. Affluent and regular travelers who are driven to attain success in both their professional and personal lives, it is a struggle for them to maintain a balanced lifestyle.

“Travel is a defining aspect of their lifestyle (right behind work), and travel experience is important for their career advancement and personal development,” said Tsung. “However, travel can create stress, break their routine, and leave them feeling drained. When on the road for business, they like to work hard yet stay fit, eat well and get enough sleep.”

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JACQUIE ANG
Junior Assistant Editor
TAXI Design Network

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