SEC FORM 4

SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

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Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

1. Name and Address of Reporting Person^*

Rivera Sergio

(Last)

(First)

(Middle)

C/O STARWOOD HOTELS & RESORTS WORLDWIDE,

ONE STARPOINT

(Street)

STAMFORD

06902

(City)

(State)

(Zip)

2. Issuer Name and Ticker or Trading Symbol
STARWOOD HOTEL & RESORTS WORLDWIDE, INC [ HOT ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

	Director	10% Owner
X	Officer (give title below)	Other (specify below)
	Co-President, The Americas

3. Date of Earliest Transaction (Month/Day/Year)
03/01/2013

4. If Amendment, Date of Original Filed (Month/Day/Year)

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	Code	V	Amount	(A) or (D)	Price		6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
Common Stock	03/01/2013		F		1,908	D	$60.09	70,668	D
Common Stock	03/18/2013		M⁽¹⁾		65,876	A	$11.385	136,544	D
Common Stock	03/18/2013		M⁽¹⁾		4,904	A	$38.235	141,448	D
Common Stock	03/18/2013		M⁽¹⁾		555	A	$48.605	142,003	D
Common Stock	03/18/2013		S⁽¹⁾		22,398⁽²⁾	D	$62.2276⁽³⁾	119,605	D
Common Stock	03/18/2013		S⁽¹⁾		24,600⁽²⁾	D	$61.9432⁽⁴⁾	95,005	D
Common Stock	03/18/2013		S⁽¹⁾		41,276⁽²⁾	D	$62.3065⁽⁵⁾	53,729	D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares	8. Price of Derivative Security (Instr. 5)		10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
Stock Options (Right to buy)	$38.235	03/18/2013		M⁽¹⁾			4,904	⁽⁶⁾	02/26/2018	Common Stock	4,904	⁽⁷⁾	4,904	D
Stock Options (Right to buy)	$11.385	03/18/2013		M⁽¹⁾			65,876	⁽⁸⁾	02/27/2017	Common Stock	65,876	⁽⁷⁾	0.0000	D
Stock Options (Right to buy)	$48.605	03/18/2013		M⁽¹⁾			555	⁽⁹⁾	02/28/2016	Common Stock	555	⁽⁷⁾	5,000	D

Explanation of Responses:

1. The transaction reported on this Form 4 was effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on February 14, 2013.

2. The number of securities reported represents an aggregate number of shares sold in multiple open market transactions over a range of sales prices. The price reported represents the weighted average price. The Reporting Person undertakes to provide the staff of the SEC, the issuer, or a stockholder of the issuer, upon request, the number of shares sold at each separate price within the range.

3. Sales prices range from $62.00 to $62.62 per share, inclusive.

4. Sales prices range from $61.575 to $62.08 per share, inclusive.

5. Sales prices range from $62.085 to $62.60 per share, inclusive.

6. This option, originally covering 19,616 shares, vests in four equal annual installments beginning on 2/26/2011.

7. Not Applicable.

8. This option, originally covering 263,505 shares, vested in four equal annual installments beginning on 2/27/2010.

9. This option, originally covering 22,220 shares, vested in four equal annual installments beginning on 2/28/2009.

	Jason F. Cohen, Attorney-in-Fact	03/20/2013
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
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