Starwood’s struggling Sheraton brand will get a revamp including a new “premier tier” variety, as part of the group’s latest strategy to reclaim its status as “THE Meetings brand”.
Starwood Hotels & Resorts are planning a major revamp of its Sheraton brand and expects to open an additional 150 properties by 2020, including a new premier variety, Sheraton Grand, to lure high value travellers.
The 10-point plan, Sheraton 2020, unveiled yesterday will commence immediately and include a US$100 million marketing campaign. While not detailing the plan, it is expected to have a strong focus on “excellence in service” and a bid to “reclaim Sheraton’s Status as THE Meetings Brand”, according to the group’s ceo.
“If we want Sheraton to be the preferred brand of choice five years from now … then we think we need a bold, comprehensive, sweeping vision,” Starwood CEO Adam Aron said, per a report in ABC news.
“This is about making sure we are maniacal about customer service,” he said.
Some 100 of the slated additional 150 properties to join the group will be under the new Sheraton Grand tier. There are currently 430 Sheraton’s worldwide.
“There are some stunning Sheraton hotels around the world,” Aron said, and by creating the new tier, will “showcase our best properties and create a halo effect”.
As per the reports, the properties will focus on improving food and beverage options as well as design, particularly focussed on the lobby experience. According to brand leader Dave Marr, this could include creating a workshop for public events.
“The focus of this effort is not a hotel renovation,” Marr says. “The focus of this effort is improving the service and introducing new products.”
The new properties slated will make Sheraton the fastest-growing brand within the group’s 9 other brands including St. Regis, W Hotels and Aloft.
There are now 430 Sheratons around the world. Adding the new properties will make it Starwood’s fastest-growing brand.
