Who is 'We'?

So, We Belong.....at the Sheraton. I'm wondering who the target audience is for this ad. In theory, Sheraton would like us to believe it could be anyone. I find it odd. Does anyone else notice that approximately 75% of the people showcased in their commercial would likely never afford, or choose to spend as much as a night at the Sheraton requires? Are these your target demographics - the Buddhist Monks greeting in a cave, the rural farmers, the Yanomamo (or similar appearing) tribe members, the young boy in Rio, Asian schoolchildren, surfers, and teenagers? Or perhaps I misunderstood the message about Sheraton launching a global hostel. I'm guessing not.

Ratings: 1 (low) to 4 (high)
Stickiness: 3
Quality: 4
Hit/Miss: Miss
Overall: 3
Comments: Damn their usage of a catchy Pat Benetar song, all softened up! Can't get it out of my head.