Contributing Monkie Sarah Backhouse
Published on March 26, 2008
The Starwood Hotels and Resort Group – the company behind the W hotels, the Westin, Sheraton and so on – are set to launch Element, their extended stay hotel later this year. Banking on the fact that traveling and being away from home for extended periods is exhausting and unsettling (not to mention wasteful), Element hopes to gives guests a sense of calm and routine while on the road. By utilizing upscale, modern and natural surroundings, Element will hopefully keep you in yours.
Easy on the eye, Element is easy on the environment as well. Open flow apartments are fitted out with plenty of windows and low walls to encourage natural light and help connect occupants to the their natural surroundings. All light will be provided by CFL light bulbs. Eco-friendly materials are used throughout, including recycled carpets and low VOC paints. The bathrooms feature low-flow sinks and faucets, while the shampoo/conditioner dispensers do away with the mini bottle nightmare.
With a firm eye on demographic (75% have 4-year college degrees, drive BMWs or Toyotas, shop at Nordstrom, read Travel and Leisure, like some luxuries but consider themselves down-to-earth), Element is counting on the affluent early adopters who choose to couple their high disposable income with social responsibility.
Speaking of coupling, thankfully Element has chosen to kit out their apartments with the Westin bed. Now that’s luxury.