Starwood CEO: Can too many hotel brands confuse consumers?

Hotel Check-In sat down with Starwood CEO Frits van Paasschen last week at Le Meridien Philadelphia, where Starwood was showing off the chain's new direction to developers and a few reporters.

Starwood for the last five years has been busy overhauling the brand by, among other ways, infusing the hotels with art, focusing on design, refining the chain's service culture and ditching the lowest-quality properties. (I'll take you on a tour of the 38-year-old hotel brand's revamp and new direction another day.)

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