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Starwood reflags properties, renames resort division

White Plains, N.Y.-based Starwood Hotels & Resorts Worldwide Inc. is rebranding resorts it acquired from Orlando, Fla.-based Vistana Inc. in October 1999. As part of the integration and expansion plan for its vacation ownership division, Vistana Inc. will be renamed Starwood Vacation Ownership Inc., and resorts will be rebranded under the company's Sheraton and Westin flags.

To launch the Sheraton vacation ownership brands, Vistana properties in Avon, Colo., and St. Augustine, Port St. Lucie and Orlando, Fla., will be renamed to carry the Sheraton flag. The company has opened the Westin St. John vacation ownership resort in the U.S. Virgin Islands and is developing Westin resorts in Hawaii and Arizona. Starwood also is developing the Harborside Resort at Atlantis, a 198-villa resort adjacent to Atlantis Paradise Island in the Bahamas.

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