A Thriving Partnership Starwood Hotels

Starwood, one of the world’s largest hotel brands, is Imarc’s first and longest-lasting client. Through over 17 years of successful collaboration and partnership, Imarc has worked with the renowned company on several web design projects to support the company’s expansive growth, brand needs and sustainability efforts. 

Starwood Asset Library Powerful Digital Asset Management for a Worldwide Brand 01


170K assets for 2,500
Starwood properties

have access

19.4 million downloads
by 28,724 users

Starwood’s Asset Library (SAL), the first project that Imarc and Starwood collaborated on, supports Starwood Hotel’s extensive brand needs and business processes. When Imarc first partnered with Starwood in 1997 to build the archive for Sheraton, the company was using an entirely offline system to manage its assets. By delivering a Digital Asset Manager (DAM), the company transformed its internal workflow, improved productivity and immediately delivered significant ROI.

SAL manages millions of downloads, for 2,500 properties, for more than 25,000 users; integrates with critical business systems; and plays an integral role for Starwood Hotels by managing its brand assets on a daily basis.


  • Robust systems integration. SAL integrates into numerous internal and external systems, such as Starworks, Property Report Card, Salesforce, Expedia, Orbitz, and Travelocity;
  • Easy-to-use yet powerful functionality to categorize, search, download and save brand assets, such as photography, style guides and logos for all of the Starwood properties;
  • Work orders & approvals so users can easily track the progress of assets through the system and generate customized creative requests;
  • Work Spaces for asset sharing, which allow users to compile and share custom collections of assets with specific users.

Starwood Resource Center Supporting a Commitment to Sustainability 02

The SRC tool has helped Starwood achieve its environmental mission

12% decrease in
energy use

16% decrease in
carbon emissions

17% decrease in
water use

*across all owned, managed and franchised properties from 2008 through 2014.

The Starwood Resource Center (SRC) is an award-winning platform dedicated to enriching Starwood’s commitment to environmental sustainability and social responsibility. As a worldwide organization, Starwood Hotels is committed to its mission to:

  • Reduce energy consumption by 30%;
  • Reduce water consumption per built hotel room by 20%;
  • Reduce GHG emissions per built hotel room by 30%.

Starwood Hotels has committed to meeting these standards by 2020 and therefore needs a comprehensive site to manage, capture and analyze this data. The site directly helps the company meet this impressive goal by providing a robust overview of property sustainability efforts including environmental initiatives' status, property level reduction goals and sustainability champion information.


  • Environment Sustainability Dashboard to deliver all aspects of Starwood's Global Citizenship program to employees across the entire company to easily track global initiatives such as green housekeeping, recycling and high efficiency lighting;
  • Tracking and reporting, which integrates with Starwood Hotels' internal databases and third party vendors to generate aggregated, dynamic reporting across multiple continents and programs;
  • Customized contact page, which features a modern and engaging visual design, designed to serve its vast international audience.

Starwood Global Development Building a Vision with 10 Powerful Brands 03

Over the past few years, the site has garnered:

25% increase in

31% increase in downloads

11% increase in average
time on page

80% increase in traffic
to about page

25% increase in traffic
to contact page

Starwood has over 2,500 properties worldwide in 100 countries across six regions. Starwood Hotels Global Development site promotes partnerships and franchisee opportunities worldwide to support the organization's expansive growth. The Global Development site provides key information to interested franchisers, such as brand information and resources, development support and sales and marketing opportunities.

Imarc recently partnered with Starwood Hotels to refresh and “responisfy” the front-end of the site while keeping it on the same development platform to continue to deliver a significant return on its investment (ROI).  Imarc refreshed the site to give it a new modern look and feel to engage potential franchisees. 


  • Brand-specific pages to provide intuitive and stunning charts, brand assets and overviews of each hotel & resort;
  • Document Center to allow users to access project-specific information such as Brand Standards and Document Submittals;
  • Social media integration to keep users engaged with the Starwood brand;
  • Deal Diligence Portal, enabling users to submit franchise applications and any supporting documents for the diligence process.

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