Marriott Intl. has unveiled the new design for Sheraton Hotels and Resorts. The company, which introduced a new guestroom prototype for its third-largest brand late last year, is now showcasing its vision for Sheraton’s public spaces at the NYU International Hospitality Industry Investment Conference in New York.
This week, Sheraton built out a 4,200-sq.-ft. vignette in Times Square near the Marriott Marquis, site of the investment conference, allowing investors to experience the flag’s transformation plans firsthand. Sheraton representatives say the brand is reverting to its roots as the gathering place for locals and guests, focusing on services and design that enable socialization, productivity and personalization.
“From the moment we closed the Starwood merger in late 2016, the revitalization of Sheraton has been a top priority for our company,” says Arne Sorenson, president and ceo of Marriott Intl. “We wanted to build on Sheraton’s legacy of sitting at the heart of communities across the globe, but also to create a differentiated positioning and compelling proposition for our owners. With our Sheraton transformation plan, we’ve put together all of the pieces of the equation to work cooperatively with our owners to set this brand on a new, disciplined and successful path.”
So far, owners have committed about half-a-billion dollars in renovation of hotels across the U.S. Globally, 25% of Sheraton hotels have committed to updates, with some already underway.
“Marriott is well positioned to deliver a comprehensive strategy for Sheraton’s brand transformation and we already have great momentum,” says Tina Edmundson, global brand officer, Marriott Intl. “We’ve improved brand standards, increased group bookings and ramped up our business engine over the last year as a first step in a multiphase, multiyear plan, leveraging our experience in revitalizing lodging brands.”
Sheraton’s portfolio currently consists of nearly 450 open hotels with 80 additional projects in the pipeline in 72 countries and territories. By 2020, the brand’s footprint is expected to expand to 90 countries.