Starwood to revamp Sheraton brand
Starwood Hotels & Resorts has unveiled plans to revitalize its signature Sheraton brand.
‘Sheraton 2020’ is a 10-point plan aiming to put the brand back in the global spotlight, starting with a $100 million campaign.
Starwood hopes to add 150 new Sheraton hotels over the next five years which includes the formation of a new, enhanced sub-brand called Sheraton Grand.
A major part of the initiative will be to highlight Sheraton as a preferred brand for meetings, by expanding meeting planners’ booking rewards and incentives.
"With Sheraton 2020, we are marshalling the formidable might, muscle and creativity of our organization, which has famously distinguished itself as the industry’s premier brand builder and innovator," said Adam Arom, Starwood interim CEO.
"This is a top priority, and we will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere."
The Sheraton brand currently comprises more than 400 hotels worldwide.
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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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