It wasn't that long ago that most people would describe a hotel by talking about its location, or the level of service they received during their last visit, or the nice views of the beach or mountains from their room. But in recent years, the design of the hotel itself has been gaining a great deal of attention both from customers and from the press. More and more hotels use design and style as a way of differentiating themselves from other properties or brands, and as a way of attracting an affluent and socially active clientele. This makes sense; hotels want to generate word of mouth advertising--a buzz--in a crowded and very competitive marketplace, and bold design is one effective way to accomplish this. Many hotel companies are following the example of W Hotels (part of the Starwood Hotel Group) by strongly emphasizing unique and cutting-edge design as a brand identifier.