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  What is ASFONA   


An Owner – Franchisee Association (ASFONA) was formed in June 1997 by owners/franchisees of Sheraton and Four Points by Sheraton hotels in North America. In January 2006, with Starwoods managements blessing the Board of Directors approved a motion to expand the brands represented by ASFONA to ALL brands in the Starwood Hotels and Resorts hotel brand portfolio in North America. Although many of the business issues prevailing today are different from those at ASFONA's inception, the importance of ASFONA’s role in providing active Owner, Franchisee, Management Company input with the Franchisor is as important as ever.

The reputation ASFONA enjoys within the Hotel Ownership community and the mutual respect ASFONA & MARRIOTT have developed for each other since the acquisition by Marriott is making a significant difference during this period of integration of the two organizations. This has only been made possible as a result of the highly professional contribution to the business by our ASFONA Board of Directors.  


The goal of the ASFONA Board of Directors is to maximize our effective line of communication between Marriott and the Starwood Legacy brand owners together with owners representatives and franchisees in North America.

We do believe that this effective line of communication is also Marriotts opportunity to seek the council and opinion of the long standing Starwood Legacy Brands franchise and ownership community prior to the implementation of new policy and operating procedures that may be required as a result of integration, some aspects of which may influence the owners businesses and the cost of doing business.

We invite input from all Starwood Legacy brand franchisees, owners and hotel management company representatives as we work together to strengthen these brands and additionally, by working with Marriott management to exchange business ideas and best business practices.

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