SHERATON, which is the largest brand of Starwood Hotels and Resorts Worldwide, is set to have investments of almost $4 billion pumped into renovations, new openings and brand initiatives.
The aggressive multi-year strategy is aimed at improving quality and consistency across the brand, with $1.3 billion ear-marked for renovations.
Sheraton currently operate 406 hotels across 71 countries, and are planning to invest $2 billion in new openings.
50,000 guestrooms and 100 lobbies will be refurbished in the US alone. The new lobby designs have been designed with ‘metaphors for the great public parks of the world’, and include a communications hub and a “sense of belonging”.
Hoyt H. Harper II, Senior Vice President for Sheraton Hotels and Resorts, said: “With awareness among upscale guests at 92 per cent, the Sheraton brand is iconic.
“We are leveraging Starwood’s proven history of building great lifestyle brands to enhance the entire guest experience for the company’s most global, recognized brand.”
New York-based George Wong Design is working with Sheraton’s in-house design team to create three templates for the guest room renovations – which will take the form of either
classic/timeless, simple/aesthetically streamlined or relaxed/casual.
Starwood Hotels and Resorts currently has around 900 properties around the world, in over 100 countries.