Marriott unveils brand transformation for Sheraton
Marriott International has announced new plans to revitalize third largest brand Sheraton.
It is having another go at refreshing the brand, which has been around for more than 80 years.
After unveiling the new Sheraton guestroom design last year, the brand will undergo a sweeping transformation
The brand will emphasize its service credentials allowing for more guest ‘socialization, productivity, and personalization,’ in ‘collaborative venues.’
It will also pivot toward more technology-enabled designs
"From the moment we closed the Starwood merger in late 2016, the revitalization of Sheraton has been a top priority, said CEO Arne Sorenson at the NYU International Hospitality Investment Conference in New York where the company is showcasing the new brand refresh.
"With our Sheraton transformation plan, we’ve put together all of the pieces of the equation to work cooperatively with our owners to set this iconic brand on a new, disciplined and successful path."
Marriott says owners are already on board with the new strategy having pledged about $500 million in renovations of hotels in the US.
The Sheraton portfolio features more than 450 hotels currently in operation with about 80 more in the pipeline.
Before the takeover by Marriott former parent Starwood Hotels & Resorts embarked on a brand revamp of Sheraton called ‘Sheraton 2020’ which included a new premium sub brand Sheraton Grand.
At the time Starwood had acknowledged that the brand had become ‘tired.’
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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