Brand & Culture Information

1Q: What is the name of our company?

A: Starwood Hotels & Resorts Worldwide, Inc.


2Q: How many brands are managed by Starwood?
A: Total 9.


3Q: Could you please mention these nine brand names in both Chinese and English?
A: Sheraton, Four Points by Sheraton, St. Regis, Westin, Luxury Collection, W Hotels, Le Meridien, Aloft
Hotels, Element.

W
4Q: How many geographical divisions does Starwood have?
A: 4 geographical divisions:
1) North America ( NAD )
2) Latin America ( LAD )
3) Asia Pacific ( AP )
4) Europe Africa & Middle East (EAME )


1) 2) 3) 4)
5Q: Where is the Starwood headquarters located?
A: Stamford, CT. America.


6Q: When was Starwood founded?
A: 1991.

1991
7Q: Who is the current CEO of Starwood Hotels & Resorts Worldwide, Inc?
A: Frits van Paasschen.


8Q: Who is the president of Greater China of Starwood Hotels & Resort Worldwide . Inc?
A: Mr. Qian Jin.


9Q: When was Sheraton founded? What is its brand core value?
A: In 1937. Its brand core value is warm, connected and community.

1937
10Q: When were Westin Hotels & Resorts established? What is its brand core value?
A: In 1930. Its brand core value is: personal, instinctive and renewal.

1930
11Q: When was W Hotels established? What is its brand core value?
A: In 1998. Its brand core value is: Flirty, Inside, leisurely.
W
1998
12Q: When was Four Points by Sheraton Hotels established? What is its brand core value?
A: In 1995. Its brand core value is Honest, Uncomplicated and Comfort.

1995
13Q: When was St. Regis Hotels established? What is its brand core value?
A: In 1904. Its brand core value is Uncompromising, Bespoke, Seductive and Address.

1904
14Q: When was Luxury Collection Hotels established? What is its brand core value?
A: Some hotels were established hundreds of years ago. Its brand core value is: Exceptional, indigenous
and Experience.


15Q: When was Aloft Hotels established? What is its brand core value?
A: In 2007. Its brand core values are: Sassy, Savvy and Space.

2007
16Q: When was Element Hotels established? What is its brand core value?
A: In 2007. Its brand core values are: Smart, Renewing, Haven.

2007
17Q: When was Le Meridien established? When did Starwood acquire Le Meridien? What is its brand
position?
A: In 1920. Acquired Le Meridien in November, 2005. Its brand is positioning, Culture & Discovery.

 1920200511
18Q: Starwood has a program which allows guests to earn and redeem points when they consume in the
hotel. What is this program?
A: Starwood Preferred Guest program ( SPG ).

19Q: What are the eligible charges for earning Star points?
A: Room Rate, Food & Beverage consumption only in Sheraton.
SPG

20Q: What membership levels does SPG program have?
A: A Preferred Guest
B Preferred Guest Plus
BC Starwood Preferred Business
C Corporate preferred
G Gold Preferred
P Platinum Preferred
V VIP Preferred (By invitation only)
E Employee Preferred
SPG
A
B
BC
C
G
P
V
E
21Q: What is different SPG level reward?
A: Prefer Member: 1 USD rewards 2 Starpoints;
Gold Member: 1 USD rewards 3 Starpoints;
Platinum Member: 1 USD rewards 3 Starpoints.
: SPG1?
: :

12

13

13

22Q: What is our corporate service culture?

A: Starwood Journey.

23Q: What is the mission of our Starwood Journey?

A: Be the most innovative operator of lifestyle hospitality brands in the world.


24Q: What is the destination of our Starwood Journey?
A: We not only create great guest experiences, but also create a culture where Associates AND Guests,
Owners, Shareholders and Our Communitiescan THRIVE and WIN.

25Q: What is the five essentials of Starwood Journey?

A: 1) Win with talents;
2) Execute Brilliantly;
3) Build Great Brand;
4) Deliver Global Growth;
5) Driving outstanding results.

1)
2)
3)
4)
5)
26Q: What are the three promises of Starwood Journey?
A: Do the right thing. Go the extra step. Play as a team.


27Q: How many modules are there in Starwood Cares?
A: Phase I-STAR Service Standard & Care Ring,
Phase II-STAR Recovery & STAR Improvement System,
Phase III-Phase III-Star Customer Experience,
Beyond Phase III-Starwood Cares Leadership University & Starwood Cares Audit & Consultant.

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28Q: What are the four aspects within Starwood Cares?
A: Care for associates, care for guests, care for business & care for community.

29Q: What is S.T.A.R. service standard?

A: Smile and Greeting, Talk and Listen, Answer and Anticipate, Resolve.
S. T. A. R.

30Q: What is the full name of SCLU?
A: Starwood Cares Leadership University.
SCLU

31Q: How many modules are there in Brand Training phase 1?
A: 3, Brand / Experience / Leading Culture.

3
32Q: What is Service Profit Chain? What is Service Profit Chain in Brand Training?
A: Service Profit Chain means satisfied employees bring satisfied guests, who bring profit to our
company. The leader in Me, Associate Excellent, Highly Satisfied Guests, loyalty /Long term Profitability.

33Q: What are the five human truths?

A: Be understood, Belong, Feel special, Have Control & Reach their Potential.


34Q: What are the four associate success profits?
A: Connect With Guests, Belong to the Sheraton Family, Deliver Results, Change & Grow.


35Q: What is the 4P Module of SIS program?
A: Prepare, Prioritize, Plan and Practice.
4P

36Q: What are the 3 steps for the tool of diamond model?
A: Open, Narrow and Close.
3?

37Q: What is SIS & SCE? What is the full name of SMART of SIS/SCE?
A: SIS is STAR Improvement System;
SCE is STAR Customer Experience;

Specific, Measurable, Accountable, Realistic, Time Bound.

SISSCESISSCESMART
SISSCE

38Q: What does WOW Recovery System stand for?

A: 1) What's the problem?
2) Own it and resolve it.
3) WOW the guest.
WOW
1)
2)
3)
39Q: What are the S.T.O.P. techniques in STAR RECOVERY PROGRAM?
A: 1) Know your Signals;
2) Take Control of yourself;
3) Do the Opposite of your signals;
4) Practice.
S.T.O.P
1)
2)
3)
4)
40Q: What is Brand?
A: A Brand Is a Promise, a brand is not a product, a sign or a logo. The feeling that you get when you use
the product, the experience it provides you, Loyalty beyond reason.

41Q: What are the four factors that drive brand loyalty?
A: 1) Deliver Product Quality and Consistency;
2) Execute Excellence along the Entire Experience;
3) Personalize Guest Service;
4) Connect Emotionally to Guests;

1)
2)
3)
4)
42Q: What are the 4 Elements of Emotional Intelligence?
A: Self awareness, self management, social awareness and relationship management.
4


43Q: What are the 3 methods by which service is delivered to guests?
A: The place, the process and the people.
3

44Q: What are the trip personas?
A: Every trip is different and I am different on every trip.


45Q: What is the 4 social styles module?
A: Amiable, Analytical, Driving and Expressive.
4

46Q: What is Service Netting?
A: Recognizing Opportunities-identifying times when our guests are not at their best, when they need us
the most. Proactive Prevention recognizing guest triggers for dissatisfaction and putting into place
action plans and thoughtful solutions.

47Q: What is the service recovery?

A: The guest encounters a problem that is a direct result of the property product and / or service,
actively and effectively responding to the guest feedback.

/
48Q: What is Sheraton Signature Service? List at least 4 services.
A: Sheraton Signature Service:
The Link @ Sheraton;
Sheraton Sweet Sleeper Bed;
Sheraton Fitness Center;
Sheraton Club;
Sheraton Social Hour.
:4

49Q: What is Sheraton Zhongshans core value?

A: Honesty, Accountability, Innovation, Teamwork, Care.