Marriott to Revamp Sheraton Brand

Date: June 2018

Location: Global

Name: Sheraton

New guest room design by Erin Hoover

No. of Keys: The Sheraton brand consists of nearly 450 open hotels, with an additional 80 projects in the pipeline in 72 countries and territories, generating $9.2 billion in property revenue worldwide. By 2020, the brand’s footprint is expected to expand to 90 countries.

What’s New: New amenities are in store for business travellers and event attendees staying at Sheraton-branded hotels in the next couple of years.

At this year’s NYU International Hospitality Industry Investment Conference in New York, Marriott International announced big plans for its transformation of the Sheraton Hotels and Resorts brand, which is the third-largest brand in the company’s portfolio.

The move follows the introduction of a new Sheraton guestroom last year.

Marriott President and CEO Arne Sorenson said that the revitalisation of Sheraton has been a top priority at the company since it merged with Starwood in late 2016.

The new Sheraton design aims to enable socialisation, productivity and personalisation, in what Marriott describes as a return to its roots as a gathering place for locals and guests. The strategy will centre on collaborative venues, technology enabled designs and a host.

An estimated US$500,000 (£374,000) has been committed by hotel owners in the US to renovating their properties, with 25% of Sheraton hotels globally committed to renovations with some already underway.

In 2013, the company kicked off a re-positioning of its Marriott Hotels brand that included a redesign of the guest room and MClub Lounge.

The new M Club Lounge at Zurich Marriott Hotel, opened May 2018

According to Marriott, the renovated hotels have seen average market share gains of nine percent and “intent to recommend” scores an average of eight points higher than non-renovated hotels.

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, Marriott said.

During the same period, 5,000 rooms have been signed to the portfolio.

THPT Comment: Delighted to see this progressive move within the Sheraton brand…some of the hotels do look very dated at the current time.

First Seen: International Meetings Review