ASFONA is a Hotel Industry Association formed in 1997 originally comprising Investors, Owners/Operators & Franchisee's of Starwood Hotels & Resorts.

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

During the period of integration, ASFONA transitioned to become an independent, non-brand affiliated Hotel Owner/Operator Association with a new Mission.

ASFONA's new mission being to "informally" represent its Board of Director Members organizations with a select number of International Hotel Companies. The goal being to establish and build relationships and to identify mutually beneficial business opportunities between Board Members and each of the respective International Hotel Companies brands through the development of "informal" communications channels and through interaction at separate "Brand dedicated" ASFONA Board Meetings.

The current ASFONA Board of Directors companies do represent numerous Independent and major International Hotel Company brands comprising over 1,500 Hotels that they manage/operate or have in ownership.

The first "Brand dedicated" Board Meeting highlighted "Hyatt Hotels" and was held at the Hyatt Regency, Chicago Downtown. This meeting was attended by a number of senior management executives from Hyatt Hotels and the one day meeting was held in two separate sessions:

!/ The morning "Owner/Operator" Board of Directors Meeting - included a number of Hyatt Hotels senior management team during which the group discussed Hyatt's impressive global brand portfolio focusing on the wide range of opportunities for investment and brand growth.

2/ The afternoon "Open General Session" included Associate Members, Hotel Industry Guests and Smith Travel Research. The expanded Hyatt executive team presented the entire Hyatt Global Brand Portfolio, Individual unique Brand Positioning, growth plans per Brand and the exciting aspects of their "Wellness" & "World of Hyatt" loyalty programs.