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ASFONA is a Hotel Industry Association of Franchisees & Owners originally formed to interface with Starwood Hotels & Resorts on behalf their constituents doing business with Starwood's brands in North America.

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

During this period of integration, ASFONA is at the same time transitioning to become an independent, non-brand affiliated Hotel Owner/Operator Association. The ASFONA Board of Directors themselves representing numerous Independent and major International hotel company brands comprising approximately 1,120 Hotels that they manage or have in ownership.

The most recent Board Meeting was held at the Warwick Hotel - Rittenhouse Square, Philadelphia - November 29/30 comprising the Owners only Board of Directors Meeting with Marriott followed by the "Open General Session" with Associate Members & other Hotel Industry Guests including Smith Travel Research and Senior Executives from Wyndham Hotels & Resorts.

News Updates

ASFONA Board Meeting
[ November 30, 2018, PHILADELPHIA ]

A meeting of the ASFONA Board of Directors and ASFONA Associate Members was held at The WARWICK Hotel – Rittenhouse Square, Philadelphia on November 29th & 30th 2018.

At the meeting John Shingler, ASFONA President re stated the official implementation of ASFONA's “Diversification Strategy” which is its evolution and transitioning to an independent, non-brand affiliated hotel owner/operator association. ASFONA’s mandate still being to secure and coordinate input from invested owners/operators of “Starwood Legacy” branded hotels and to provide integration input to Marriott International.


Now Included in the ASFONA mandate is the extension of invitations by the ASFONA Board of Directors to other International Hotel Companies for them to interact individually and separately with the ASFONA group during selected “Owner Board Meetings” & “General Sessions” of ASFONA meetings. The goal associated with the mandate is for the establishment of a "unique" communications conduit designed to engage, align and strengthen relationships and joint expertise between selected hotel brands and key executive representatives of the owner operator community.

The start of the Implementation of ASFONA’s “Diversification Strategy” at the Spring 2018 Meeting in Washington D.C. provided the opportunity for Virgin Hotels to attend. Then at the most recent Philadelphia Meeting the ASFONA Owner Board members and Associate Members were joined by Executives from Wyndham Hotels & Resorts for the Reception & Dinner and were also treated to a terrific presentation on WYNDHAM Hotels & Resorts Worldwide various brands and their development opportunities.

The ASFONA group joined together for the traditional ASFONA “Chefs Creation Dinner” followed by an after-dinner "Magic in the Moonlight" reception.


On the afternoon of November 30th the ASFONA Owners Board of Directors met with Marriott International. The  meeting overview as follows:

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