Hotels & Resorts
Association of Franchisees & Owners – North America

  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 ASFONA expanded to incorporate ALL brands in the Starwood Hotels and Resorts hotel brand portfolio in North America.

ASFONA became the acronym for the "Association of Starwood Franchisees & Owners - North America".

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 has made a significant difference during the successful ongoing integration of the two organizations. This has been made possible as a result of the contribution to all aspects of the communications process by Marriott's senior management and the ASFONA Board of Directors.

Communications & Direction:

Since the acquisition of Starwood Hotels & Resorts by Marriott International the goal of the ASFONA Board of Directors has been to maximize the effective line of communication between Marriott and the Starwood "Legacy Brand" owners, owners representatives and franchisees in North America.

Going Forward, ASFONA is transitioning and becoming an independent, non-brand affiliated Hotel Owner/Operator Association. This new mandate having been developed as a "Diversification Strategy" will evolve into the ASFONA Board of Directors, representing Owners, Management Company & Franchisees informally developing informal communications conduits with other major International Hotel Companies who are in the business as Franchisors or property managers.

The name ASFONA has garnered so much respect and brand recognition over many years that it has been decided that rather than transitioning the name from a Starwood acronym and morphing into another Hotel Industry Association acronym, ASFONA will become the Associations official name. ASFONA therefore will be the stand-alone name of the Association going forward.

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