Starwood Hotels and Resorts will reinvigorate the image of its existing Sheraton brand and introduce a complementary premium hotel chain, Sheraton Grand, as part of the company’s Sheraton 2020 plan.
Over 100 of the top Sheraton hotels will be adopted into the new Sheraton Grand tier, showcasing some of Starwood’s best properties and to “create a halo effect” across the group’s portfolio.
It’s not yet clear when and which Sheraton hotels are being hand-picked for that Grand upgrade, although Starwood says the initial focus will be on “global gateways to lure high-value travellers”, with additional Sheraton-branded hotels joining the Grand stable after undergoing renovations.
“Sheraton is Starwood’s largest, and most global brand, with a nearly 80-year history as a pioneer and true beacon of hospitality around the world,” said Starwood CEO Adam Aron.
“This (plan) is a top priority, and we will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere.”
Also on the agenda: an as-yet-undescribed ‘new vision’ for the Sheraton brand complete with a new ‘visual identity’ that still incorporates the current iconic logo, plus “the richest Sheraton-focused SPG promotions in Starwood’s history”.
Additionally, the chain plans to open at least 150 new Sheraton hotels worldwide by 2020, mixing new-build hotels with conversions of existing properties belonging to independents and other chains.
Across all of its brands, Starwood is also vying for a larger slice of the Australian hotel market, opening new Sheraton and Four Points by Sheraton properties in Melbourne and Brisbane last year, respectively, and refurbishing its existing Four Points by Sheraton hotel in Perth.
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