Sheraton freshens up its look

By Hannah Edensor

Sheraton has lifted the curtain on its brand’s new visual identity with the relaunch of Sheraton.com.

The first phase of a larger brand repositioning, the revamped website aims to make things easier for the user, as well as more visually appealing.

Featuring high-end design, artful photography and a modern colour palette, the redesign is the latest of many initiatives underway for Sheraton 2020, a 10-point plan to position Sheraton, part of Starwood Hotels & Resorts Worldwide, as the premier global hotel brand of choice.

“More than ever, a compelling and enriched digital presence is necessary to win the hearts and minds of consumers around the world,” Starwood’s interim ceo Adam Aron said.

“With millions of visitors annually, we naturally turned to Sheraton.com to first showcase the new visual identity for Sheraton as we continue to put the spotlight back on Starwood’s largest and most global brand.”

Leading several design updates set to roll out, Sheraton.com features a refined brand logo, as well as new fonts and bold backgrounds with a rich colour palette that brings out the luxury and heritage of Sheraton.

“Sheraton offers guests a high-end, contemporary experience at our hotels around the world, and it is important that our brand aesthetic have the same modern, sophisticated look and feel,” Sheraton Hotels & Resorts’ global brand leader Dave Marr said.

“As we begin to roll out the new identity for Sheraton, we have first launched a redesigned website that features fresh, editorial-inspired content, more intuitive booking and search methods, and enhanced back-end technology to better engage consumers and drive revenue to our hotels globally.”

Beyond the new look, the site’s framework also provides a more user-friendly layout optimised for desktop, mobile and tablet platforms. A new About section outlines the Sheraton brand’s various initiatives and service offerings.

Other additional benefits include an easier booking process, accessible search menus throughout the site, dynamic images and content to engage visitors, and user-friendly updated maps with Add Location feature that offers property details while exploring the map.

To access Sheraton’s new website, visit www.sheraton.com. For more information on Sheraton 2020, visit www.sheraton.com/transformation.

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