Sheraton unveils first phase of brand revamp
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Sheraton Hotels & Resorts has revealed the first stage of a major brand revamp, with the relaunch of its website.
Last month Starwood unveiled a 10-point plan, called ‘Sheraton 2020’, aimed at modernising the upscale brand’s image, improving guest service and expanding its portfolio.
The first phase of this brand revamp has now been revealed in the form of a new Sheraton.com website, which features improved booking technology, more accessible ‘Search Again’ menus, greater use of imagery and updated maps, with an ‘Add Location’ feature that offers property details straight from the map.
“More than ever, a compelling and enriched digital presence is necessary to win the hearts and minds of consumers around the world,” said Adam Aron, Starwood’s interim CEO. “With millions of visitors annually, we naturally turned to Sheraton.com to first showcase the new visual identity for Sheraton as we continue to put the spotlight back on Starwood’s largest and most global brand.”
Another key element of the ‘Sheraton 2020’ plan is the launch of a new sub-brand; Sheraton Grand. Initially, more than 100 existing Sheraton hotels will be elevated to the Sheraton Grand tier, with a focus on “global gateway” cities. Owners will also be encouraged to renovate their properties to meet the new Sheraton Grand requirements.
The Sheraton brand revamp will also include a new “visual identity”, which has been partly revealed through the new website. The existing logo will go largely unchanged.
The brand will also increase its focus on the MICE sector and refresh its hotels with the launch of new hotel concepts, including new lobbies, guest rooms, public areas and “invigorated” F&B offerings. All of this will be backed up by a US$100 marketing campaign, to run from 2015 until 2017.
Through its Sheraton 2020 strategy, Starwood is aiming to open more than 150 new Sheraton properties by 2020, through conversions and new-build projects.
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