Marriott International has announced its transformation vision for Sheraton Hotels and Resorts, the third-largest brand in its portfolio and the largest outside of North America in terms of room count.
The group unveiled new Sheraton rooms last year and is now turning its attention to the brand’s public spaces, showcasing its ideas for the future at the NYU International Hospitality Industry Investment Conference.
Investors have already committed an estimate US$500,000 to renovate properties across the US, while 25 per cent of hotels globally have started refurbishments or have plans in place.
Marriott says its vision for Sheraton focuses on its “roots as the gathering place for locals and guests” and leans heavily on designs that “enable socialisation, productivity and personalisation”.
Arne Sorenson, president and CEO of Marriott International, commented: “From the moment we closed the Starwood merger in late 2016, the revitalisation of Sheraton has been a top priority for our company. 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.”
marriott.com; sheraton.com