Sheraton brews up new marketing strategy
Four Points by Sheraton in the past couple of years has found a marketing strategy with a head on it: making a pitch at beer-lovers.
"What we’re striving for at Four Points is that relaxed, uncomplicated stay – and really what exudes that more than a cold glass of beer after a hard day’s work? It’s not pretentious," said Scott Kerrkmans, the chain’s “chief beer officer.”
Beer’s also a good fit for the times, he said.
Beer can offer guests an affordable enjoyment (around $5 to $7 a pint) and an interesting experience that lets travelers who may not have time to leave the hotel learn about local tastes, he added.
"As long as our guests are getting that wonderful experience of craft beer, it’s no longer just a stay at a hotel," Kerkmans said.
The chain’s Los Angeles International Airport hotel started the concept. There, the general manager happened to be a beer-lover and he brought a selection of 100 different beers into the hotel’s bar.
By David WIlkening
David
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Qatar Airways offers reduced timetable to over 60 destinations
Hands In, UATP join forces for airline multi-card payments
AirlineRatings reveals world's safest airline rankings for 2026
Vietnam warns airlines of possible flight reductions amid jet fuel shortages
Fliggy opens AI-powered travel bookings and developer tools