Starwood has announced the addition of five Asia Pacific hotels to its new Sheraton Grand portfolio.
The new sub-brand was launched earlier this year, as part of the ‘Sheraton 2020’ initiative to develop and expand the classic Sheraton brand.
In the initial phase, Starwood is re-assigning existing Sheraton hotels to the higher tier, with a focus on properties that offer “enticing destinations, distinguished designs, and excellence in service and guest experiences”.
The second batch of Sheraton Grands in Asia Pacific includes the Sheraton Grand Mirage Resort Gold Coast, Sheraton Grand Hangzhou Wetland Park Resort, Sheraton Grand Xishuangbanna Hotel, Sheraton Grand Hangzhou Binjiang Hotel and Sheraton Grand Incheon Hotel.
These follow properties in Bengaluru, Beijing, Bangkok, Taipei, Tokyo and Seoul which have already been elevated to the Sheraton Grand tier.
“As Starwood’s largest and most global brand, we look to continue our work to firmly keep Sheraton in the spotlight across the globe including Asia Pacific,” said Stephen Ho, Starwood’s president for Asia Pacific. “The new designation of these properties as a Sheraton Grand is testament to the strength of the brand in Asia Pacific, synonymous with exceptional guest experiences and quality.”
Under the 10-point Sheraton 2020 plan unveiled in June 2015, Starwood is embarking on a five-year drive to improve the Sheraton brand. Other elements include a new website, a US$100 million marketing campaign, the launch of a new F&B programme, new customer service initiatives, and the goal of opening more than 150 new Sheraton hotels worldwide by 2020.
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