Starwood Tests Its Hotel Prototypes in Second Life
The conglomerate behind Westin and Sheraton is launching a new chain of sleek hotels. The first one is open for business in cyberspace.
Starwood, the hotel conglomerate behind some of the world’s most recognized chains, including Westin and Sheraton, plans to launch its lower-priced, loft-style “aloft” hotels — a subbrand of its chic W line – in early 2008. To develop and test the architecture and interior design of the new hotels, Starwood built prototype guest rooms and a fully furnished lobby in a warehouse in White Plains, N.Y., 40 minutes north of Manhattan. The company also hired two design firms to build a three-dimensional model of the structure, completely decorated, that could live in Second Life, the Web-based world with some 500,000 – and growing.
In Second Life, users – through their digital avatars – interact in a range of real-world situations, including buying and selling goods and services, from clothing to real estate. Feedback from Second Lifers on the virtual model of aloft will be implemented in the physical model. Starwood will use both prototypes to help determine what design elements most appeal to consumers before the company actually finalizes and builds the hotels. Take a look at the two-pronged marketing and design strategy Starwood is using to develop its newest brand.
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