Marriott wants customers to think style and comfort. W Hotel is appealing to those who want to escape. Four Points by Sheraton promises honest, uncomplicated comfort.

In a crowded market place with Web sites making it easier than ever to get deals, hotel chains are under greater pressure to make themselves stand out.

“Every major hotel chain is in every major city,” said Chris Pappas, owner of Open the Door and a frequent traveler. “The competition is fierce and everyone is trying to stay ahead of the curve.”

If travelers think of one hotel being as good as another, they’ll just pick the one with the lowest price.

But increasingly, hotels are looking for ways to distinguish themselves to develop loyalty that will trump an online search.

“I think that with the business beginning to grow and become robust it’s a good time to build a brand,” said Javier Benito, executive vice president and chief marketing officer for Starwood, which manages the Sheraton, W Hotel, Westin and other brands.

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