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ASFONA is a Hotel Industry Association of Franchisees & Owners originally formed to interface with Starwood Hotels & Resorts on behalf their constituents doing business with Starwood's brands in North America.

Following the acquisition of Starwood by Marriott International, ASFONA's primary mandate became to interact with Marriott during the joining together of the two companies and to assist in ensuring the successful integration of the Starwood "Legacy Brands" into the Marriott organization.

During this period of integration, ASFONA is at the same time transitioning and becoming an independent, non-brand affiliated Hotel Owner/Operator Association. The ASFONA Board of Directors themselves representing numerous Independent and major International hotel company brands comprising approximately 1,120 Hotels that they manage or have in ownership.

The most recent Board Meeting was held at the "W" Hotel - Washington D.C. - May 30/31 comprising the Owners only Board of Directors Meeting with Marriott followed by the "Open General Session" with Associate Members & other Hotel Industry Guests including Smith Travel Research and also the Virgin Hotels CEO and his team.

News Updates

ASFONA Board Meeting
[ May 30, 2018, WASHINGTON D.C. ]

A meeting of the ASFONA Board of Directors and ASFONA Associate Members was held at The “W” Hotel – Washington D.C. on May 30th & 31st 2018.


At the meeting John Shingler, ASFONA President announced the official implementation of ASFONA's “Diversification Strategy” which lays the groundwork for its evolution and transitioning to become an independent, non-brand affiliated hotel owner/operator association. ASFONA’s mandate will still be to secure and coordinate input from invested constituents of owners and operators of “Starwood Legacy” branded hotels and to provide integration input to Marriott International.

Going forward, to be Included in the ASFONA mandate will be the extension of invitations by the Owners Board of Directors to other international hotel companies to interact individually and separately with the ASFONA group during selected “Owner Board Meetings” & “General Sessions” of future ASFONA meetings. The goal associated with the mandate will be the establishing of a communications conduit designed to engage, align and strengthen relationships and joint expertise between the multitude of hotel brands and key representatives of the owner operator community.


The start of the Implementation of ASFONA’s “Diversification Strategy” at the Spring meeting provided the opportunity for Virgin Hotels to attend the “General Session” of the meeting,  where ASFONA Owner Board members and Associate members were treated to a lively presentation of the Virgin brand by Virgin Hotels President & CEO, Raul Leal.

The ASFONA group joined together for the traditional ASFONA “Chefs Creation Dinner” followed by an after-dinner "Magic in the Moonlight" reception in the spectacular “W” Hotels Roof Top Bar overlooking the White House Grounds.


On the afternoon of May 30th the ASFONA Owners Board of Directors met with Marriott International. The  meeting overview  as follows:

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