OREANDA-NEWS. Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) and AT&T (NYSE:T) today announced an agreement designating DIRECTV as Starwood’s preferred video and audio provider in the United States, dramatically expanding in-room entertainment options to help Starwood’s always-connected guests to disconnect to make the most of their downtime. By uniting two of the strongest brands in hospitality and entertainment, this agreement provides Starwood’s guests with new access to DIRECTV’s exclusive NFL SUNDAY TICKET, programming for the four major sports leagues and nearly 100 HD channels, greatly enhancing the in-room guest experience by providing more of the comforts of home while on the road.

Beginning today, Sheraton, one of Starwood’s 10 distinctive hotel brands, will immediately begin utilizing the new partnership by upgrading its HDTV experiences and bringing new channels to its U.S. hotels. This commitment to enhance the Sheraton guest experience is part of many initiatives underway to boost Starwood’s largest, most global brand through Sheraton 2020, the all-encompassing plan to make Sheraton the global hotel brand of choice, everywhere.  The agreement will also bring new, high-quality experiences to all of Starwood’s brands throughout the U.S., providing unmatched access to one of the world’s most popular TV services.

“Sheraton is taking the lead in dramatically evolving on-property entertainment options to provide guests with an effortless travel experience, allowing them to truly feel as though our hotels are their home away from home,” said Dave Marr, Global Brand Leader, Sheraton Hotels & Resorts. “Now our guests don’t have to miss their favorite shows while staying with us.”

“Our work with Starwood will open up more T.V. channel options for hotels, improving the in-room entertainment experience for guests,” said Eric Boyer, senior vice president, AT&T GigaPower, Commercial and Connected Communities. “We’re providing properties and their guests with the best programming options available in the U.S.”

Starwood properties will have access to DIRECTV’s 2nd generation headend platform and the groundbreaking DIRECTV Residential Experience (DRE). This turns hotel rooms into living rooms with an entertainment experience guests already know and love. Hotel guests at properties providing DRE will benefit from access to nearly 100 HD channels, exclusive sports programing, a user-friendly interactive program guide and select DVR capabilities. 

These and other new offerings will be available to current and future guests of Starwood properties subscribing to DIRECTV services through any of DIRECTV’s authorized hospitality dealers.