How Starwood Builds Emotional Connections and Brand Loyalty Online, With Stephen Gates

  • 15 Mar 2011
  • 6:00 PM - 8:29 PM
  • W New York Hotel, 541 Lexington Avenue, New York, NY 10022
  • 7

Slides & Video

Photos of smiling people enjoying their vacation spots. A hearty breakfast of eggs and toast. You may recognize these as common themes on many hotel booking sites. But do you know how customers really respond to these images?

Stephen Gates debunks long-held assumptions and explains the solutions that he and his team created to achieve dramatic improvements in online booking for the Starwood suite of hotels. Stock photo managers take note!


Stephen GatesStephen Gates is the Senior Creative Director for Starwood Hotels & Resorts where he leads global digital design and branding for nine properties, including the W, Westin, Sheraton, and St. Regis. Prior to Starwood, Stephen worked in the agency world where he integrated advertising and design for global brands ranging from American Airlines to Disney to ExxonMobil. Awards include Canne Cyber Lions, ADDY, Webby, Adobe Site of the Day, and Communication Arts Site of the Week. In 2009, Stephen was chosen by Media Post magazine as one of three Online Marketing All-Stars. Stephen lives in New York City where he uses his free time to publish his blog that is a collection of rants, opinions and advice about the digital, creative, and advertising industries.


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Light refreshments will be served, courtesy of the W.
6:00 Refreshments & Networking
6:45 Announcements
7:00 Presentation and Q&A
8:00 Post-Event Networking

$10 for members, $5 for students, $20 for non-members

Deadlines, Transfers, & Policies

All registration activities are handled by our volunteers. Please be advised that on the day of the event, we'll do our best to accommodate late requests, but our primary focus will be on day-of-event logistics.

Regular registration closes at noon Monday March 14, 2011.

Requests for refunds for tickets purchased online will be honored until noon Monday March 14, 2011. Please send refund requests to

Tickets are transferable on or before noon Monday March 14, 2011 by sending a request to

Seating Capacity & Wait Lists

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Registration for this event is online. If you choose to come to the event on a walk-in basis, please bring exact change and be advised that a seat is not guaranteed.


This event may be video-recorded. NYC UPA reserves the right to use any video footage and/or photography obtained during our events and networking activities on our website or any other community-sharing website, including but not restricted to Facebook, LinkedIn, Vimeo, YouTube, and Flickr in order to promote the visibility of our organization.

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