Sheraton Grand, which was announced earlier this year under a broader revamp of the Sheraton concept, will feature an initial portfolio of 10 hotels, following the rebranding of existing Sheraton hotels in nine countries. The majority of these hotels are located in the Asia Pacific region.
The first rebranded hotels will be the Sheraton Grand Bangalore Hotel, India, Sheraton Grand Beijing Dongcheng Hotel, China, Sheraton Grand Hotel Dubai, UAE, Sheraton Grand Edinburgh Hotel, UK, Sheraton Grand Rio Hotel & Resort, Brazil, Sheraton Grande Sukhumvit, Thailand, Sheraton Grande Taipei Hotel, Taiwan, Sheraton Grande Walkerhill, South Korea, and the Sheraton Grande Tokyo Bay Hotel and Sheraton Grande Ocean Resort in Japan.
“Sheraton is Starwood’s largest and most global brand, and as we continue our work to firmly keep Sheraton in the spotlight, we recognise the need to better match guest expectations for the brand around the world,” said Adam Aron, Starwood’s interim CEO.
“Sheraton Grand celebrates our standout hotels and helps us further reinforce Sheraton as a trusted voice in global travel.”
Starwood says its Sheraton Grand hotels will be differentiated from standard Sheraton hotels by a range of factors, such as location (primary city or beachfront settings), their “sophisticated design”, and “impressive amenities”, including top-rated restaurant concepts and famous chefs, plus superior fitness centres, Sheraton Club lounges, spa options and event facilities.
By year-end, Starwood expects to have a portfolio of 50 Sheraton Grand hotels, rising to 100 by early 2017.
The launch of Sheraton Grand is a key part of the ‘Sheraton 2020‘ initiative, which will also include a new US$100 million marketing campaign, the launch of a new website, and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.