Starwood Hotels & Resorts Worldwide tipped its plans to launch a midprice without food and beverage brand as early as mid-2007.

Industry sources confirmed, that the new brand would be a franchise operation intended to compete against such industry heavyweights as Fairfield Inn by Marriott and Hampton, which is part of Hilton Hotels Corp. Starwood executives declined to comment on the so-far-nameless new brand.

Starwood was seeking approval to build three new-build hotels on the site of a Clarion Hotel it owns in Millbrae, a suburb of San Francisco.

According to local press reports in Millbrae, Starwood would build--and own--the three hotel complex. After tearing down theClarion, Starwood would construct a 167-room select service Aloft, a 124-room Extended Stay by Westin, and a 120-room property under the new midprice brand.

Source: Hotel Business