Hotel room? Ha, I'll take the whole brand.

Over the next three years, Starwood Hotels & Resorts Worldwide expects to have so much money they may consider adding an entirely new luxury brand to their family. This would be their tenth brand.

(Some of us can't even afford a luxury hotel room, let alone an entire hotel! But back to the story...)

Company executives said during an investor and analyst day (in Dubai) that they would rather just purchase a brand than start from scratch.

But there is a challenge, said CEO Frits van Paasschen in a statement. That would be finding a brand for sale.

“It’s not clear that there's a lot that are sort of fluidly traded and open for buying,” he said. “It's been that reason largely, more than anything else, that's prevented us from doing anything in the last seven or eight years."