The Starwood Hotels & Resort vision statement begins, "Exceeding expectations, improving our communities, and celebrating diversity are all principles on which Starwood was built." The remainder of the vision statement centers on these core principles.
The Starwood vision statement also states that the company supports local businesses that are owned and operated by minorities. The Starwood corporation is active in partnering with businesses owned by minorities because of the belief that these partnerships are beneficial to all parties involved and can help small businesses succeed. Equal treatment regardless of race or social class is at the core of all Starwood values.