What's on Barry Sternlicht's Mind?

May 8, 2001, 12:00 AM EDT

Posted 05.08.01
With more than 700 venues to oversee, what's Barry Sternlicht thinking about? In an interview in the latest Business Travel News, the CEO of Starwood Hotels & Resorts spoke about his current challenges, including how the state of the economy has affected the company's negotiations with corporate travel managers. “The corporate market is very competitive and that's not a new trend, it's always competitive,” he says. “It is getting more demanding, as in all kinds of negotiations. They want you to do as much as you can for them, and they don't want to pay for it.” Another challenge: Keeping the W brand successful. “Cool is not easy to keep cool. We have to make sure the hotels are sustained in their genre.”

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