Starwood launches Sheraton Grand
Starwood Hotels & Resorts has officially announced the introduction of its premier sub-brand Sheraton Grand.
The company has announced the first 10 properties for the ‘Grand’ designation, located in top tier cities across Asia, the Middle East, Europe and South America.
Starwood said it plans to grow the brand to 50 hotels this year and by more than 100 by early 2017.
The first phase includes locations in Rio de Janeiro, Edinburgh, Tokyo, Bangkok and Dubai.
"We expect many of our Sheraton hotels to achieve the Sheraton Grand designation, and we will work with our owners to open new Sheraton Grand hotels or renovate existing properties to ensure a consistent and exceptional experience," said Dave Marr, global brand leader, Sheraton Hotels & Resorts.
"The worldwide network of Sheraton Grand will promote growth and lure more high-end travelers for the Sheraton brand globally, and we look forward to welcoming 100 Sheraton Grand hotels by early 2017."
The introduction of the new upper tier is part of the ‘Sheraton 2020’ strategy, which has a goal of revitalizing the Sheraton brand which acting CEO Adam Aron admitted had become ‘tired.’
"Sheraton is Starwood’s largest and most global brand, and as we continue our work to firmly keep Sheraton in the spotlight, we recognize the need to better match guest expectations for the brand around the world," Aron said.
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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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