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 March 2006 ASFONA's mandate was 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 had a significant impact positive during the successful integration of the two organizations. This was made possible as a result of the contribution to all aspects of the integration process by Marriott's senior management and the ASFONA Board of Directors.

Communications & Direction:

Following the acquisition of Starwood Hotels & Resorts by Marriott International one of the ongoing goals 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 has become an independent, non-brand affiliated Hotel Owner/Operator Association whose business interests and primary focus is now on the ASFONA Board of Directors organizations and the building of their relationships with major International Hotel Companies.

The business interests of "Associate Members" are also considered to be an important and integral component part of ASFONA and will be addressed at each of the Board Meetings and also in the form of networking opportunities provided.

ASFONA's new mandate, having been developed as the "Diversification Strategy" is evolving into the organization developing "informal" communications channels with the major International Hotel Companies and the building of mutually beneficial business relationships between the hotel companies, their brands and the ASFONA Board of Directors.

As the acronym name ASFONA has garnered so much respect and brand recognition over many years it has been decided that the ASFONA name will remain and will transition to become an acronym of the new ASFONA namely:- Association of Franchisees & Owners - North America.

ASFONA Hotels & Resorts - will be the stand-alone name of the Association going forward.

ASFONA Inc., continues to be the Associations official/legal entity name.