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ASFONA Expands Mandate Following Acquisition Of Starwood Hotels & Resorts By Marriott International

Thursday, December 14, 2017
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YOUNTVILLE, CA--At the Fall 2017 Board of Directors meetings, which were held in Yountville, California on November 28th and 29th, ASFONA announced new mandates for the organization, many of which have been tailored to meet the evolving business interests of its Owner Board of Directors and the association's Associate Members, following the acquisition of Starwood Hotels & Resorts by Marriott International.

The meetings comprised three separate sessions, including an ASFONA Board of Directors Meeting with Marriott International, an ASFONA Owner Board of Directors Meeting, and an ASFONA Board of Directors Meeting with the ASFONA Associate Members group. Attendees of the ASFONA/Marriott meeting comprised Marriott International and the ASFONA Owners Board Members only. The ASFONA Owners Board members are representative of the total constituency of owners, franchisees and hotel management companies.

During the Board Meeting and Associate Members meeting, ASFONA president, John Shingler presented a series of changes to the organization's mandates. These changes incorporated aspects of an "Engagement Agreement" with Marriott International, which has been designed to further support owners, franchisees and hotel management companies with input to Marriott relating to the ongoing successful integration of Starwood Hotels & Resorts "Legacy Brands" into the Marriott International total brand portfolio.

"Following the impressive and professionally managed integration of the two companies and management teams, we remain dedicated to meeting the needs of our Owner Members in their interactions with Marriott," stated John Shingler, president of ASFONA. "It is our goal to provide Marriott International with the same high level of professional support that we have provided Starwood Hotels & Resorts over many years since our inception."

In meetings since the acquisition was completed, ASFONA has addressed key performance areas and implemented a communication protocol designed to help maximize the many advantages provided by the integration of the two companies.

"We regard these meetings with Marriott International as a candid and frank exchange of views," continued Shingler. "Our overall objective is to provide Marriot with input and an exchange of views that we hope will play a useful role in supporting the business of all of Marriott's brands and particularly assist with the ongoing successful integration program."

On the second day, the ASFONA Owner/Operator Board was joined by ASFONA's Associate Members for a broader-based hotel and travel industry discussion. In this session, Shingler and the Board presented the new ASFONA mandate for the Associate Members group, which will continue to highlight but not be limited to the Starwood Legacy Brands, going forward. In the future, these meeting sessions will focus on broader aspects of the hotel business, including hotel Industry performance analysis, development and supplier opportunities relating to all major brands and independent properties, with the sessions designed to provide unique information and trends, both meaningful and beneficial to the businesses of ASFONA Associate Members.

During the Associate Member group meeting session the ASFONA Owner/Operator Board Members provided their unique perspective on the current hotel market performance in specific regional markets. Bobby Bowers of Smith Travel Research (STR) also provided ASFONA with an exclusive overview of North America's prevailing market conditions.

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