Starwood has launched a blog called The Lobby. So far it’s only marginally better than the lame attempt from Priority Club, but it’s a start. Entries are mostly quick puff featurettes on properties and things to do in cities centered around Starwood properties; think paragraph-long versions of airline inflight magazines.

Now, they’d be really onto something if they provided real special rates (not just faux specials that are more expensive than standard rates), ‘behind the scenes looks’ into new hotel construction or a ‘Day in the Life of a Starwood General Manager’.

In other words, they could sponsor real Starwood employees to really blog.

Until that happens I’ll probably check into this one occasionally, I can’t help myself, even if I wish for more…