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The Starwood strategy really hurts the people who do buy from them if they want to resell later. Most Sheraton resorts do not even allow Star Options privileges to transfer to a resale owner. Compare the ebay bids and the Redweek prices for Sheraton vs Marriott and Hilton. Marriott and Hilton are much higher. It is a shame that Starwood does not support the owners that buy directly from them by allowing them to sell at a higher price. The Starwood strategy is very short range and probably harmful to their own organization. Why not buy back units from the owners if they want to sell. Probably cheaper than building new units. Other than this large flaw, Starwood is a very good organization.