In addition, W hotels have now instituted a policy of allowing cats as well.

"We intend to become the most dog-friendly hotel company in the land, and not just allow dogs to stay, but actually pamper and spoil them," said Starwood chairman and CEO Barry S. Sternlicht, who is the owner of Comet, a Jack Russell terrier and Potter, a black Labrador. "We believe that like dogs, dog owners tend to be very loyal, and will reward a company that loves dogs, too."

A Starwood spokesman says that the company has sent each hotel a "starter kit" that includes several dog beds, a food and water bowl affixed to a stand with a brand logo and other items geared toward accommodating dogs in some specially designated "dog-friendly rooms."

As part of its new Starwood "Love that Dog" program, the company is introducing dog beds that are custom-designed oversized pet pillows by Eloise Pet Accessories. Westin's dog bed features a miniature Heavenly Bed duvet while W's is a colorful checkerboard pattern and Sheraton's version is an all-American red and blue design.

Besides the beds, each brand will also offer food and water bowls and temporary ID tags with hotel contact information. In addition, a traveling tip card will be provided to all guests traveling with their dogs upon check-in, thanks to a partnership with The American Society for the Prevention of Cruelty to Animals (ASPCA). Other amenities include plush doggie robes, leashes and collars at some Westin hotels and a pet check in package at W hotels that includes a pet toy, dog treat and bone plus a special turn down treat on the dog bed, company officials said.

For guests at Starwood's five W hotels in New York City, in-room doggie massages by a licensed dog massage therapist are available. Some of the dog amenities, such as the massage, the robes, collars, etc., come with additional charges.

Officials with the hotelier say that the company hopes to carve a niche in a sector that has been all but ignored by most in the travel industry -- 29 million dog owners who hit the road with their dogs in tow, according to figures compiled by the Travel Industry Association of America.

Starwood officials say that according to a study of 400 dog owners it commissioned recently, 76 percent responded they would be more loyal to a hotel chain that accepted dogs, even when they weren't traveling with their pet.