Marriott International will give its Sheraton Hotels & Resorts brand a bold new look, transforming the third-largest brand in its portfolio, and the largest outside of North America.
The company, which introduced its new Sheraton guestroom late last year, will place emphasis on the guest experience, hotel operations, and design philosophy. Reverting to its roots as the gathering place for locals and guests, Sheraton today amplifies that legacy by leaning into services and design that enable socialization, productivity, and personalization. Its strategy features collaborative venues, technology-enabled designs, and a host who helps deliver a unique experience that is exclusive to Sheraton.
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“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 International. “We knew that the way to restore this incredible brand was focus and collaboration with our hotel owners. We wanted to build on Sheraton’s rich 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 iconic brand on a new, disciplined, and successful path. We are ready, our vision is clear and the energy is robust for Sheraton.”
The company undertook a repositioning of the Marriott Hotels brand beginning in 2013, redesigning the guest room and MClub Lounge working in close cooperation with Marriott Hotel owners. The work has resonated with guests and owners alike. Renovated Marriott Hotels have seen market share gains of, on average, nine percent and “intent to recommend” scores from customers that are eight points on average higher than non-renovated hotels.
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Since joining Marriott International as part of the acquisition of Starwood Hotels and Resorts in September 2016, Sheraton has exited 6,000 rooms with another 2,000 expected to depart by the end of the year. During the same period, 5,000 rooms have been signed to the portfolio. Intent to recommend for the brand has already increased two points year-over-year and market share has grown for the first time in years.
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