Sheraton to revitalise brand
Sheraton Hotels & Resorts has launched a comprehensive new design of its lobbies and guests rooms that it said would “significantly enhance” its portfolio of hotels and resorts. Sheraton and its owners are undertaking an aggressive multi-year strategy to improve the quality and consistency of the brand portfolio that includes US$1.3 billion in renovations, US$400 million in key brand initiatives and US$2 billion in new hotel openings.
Under the initiative, Sheraton will upgrade 100 hotels in the U.S. – nearly half its North American portfolio – renovate 50,000 guestrooms and re-design more than 100 new lobbies. “The plan is part of a global initiative to revitalise the iconic Sheraton brand and differentiate the guest experience at each of its 406 hotels across 71 countries,” a Sheraton release said.
“With awareness among upscale guests at 92%, the Sheraton brand is iconic,” said Hoyt H. Harper II, Senior Vice President for Sheraton Hotels and Resorts.
Sheraton said the new lobby space will provide guests with a sense of belonging, warmth and community. A significant part of the lobby re-design is the “Link @ Sheraton,” a signature lobby-based communications hub linking guests.Sheraton will extend its revitalisation beyond the lobby to its guest rooms.
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