Our new Starlab has huge ROI—McAveety, Starwood’s brand chief | bivnze
For Phil McAveety, executive vice president and chief brand officer for Starwood Hotels & Resorts Worldwide,s the 200 people who brainstorm in the company’s newly opened brand, design and digital innovation office in New York City are all about unlocking potential. Starlab is a design-led incubator that looks and feels like a start-up digital hospitality company. The workspaces are next-generation and the trappings inspirational with art, mood boards and a social-media ticker displaying the latest tweets from the company’s nine hotel brands.
