Starwood's Sheraton to undergo brand overhaul
Starwood Hotels & Resorts has unveiled ‘Sheraton 2020’, a comprehensive 10-point plan to overhaul the brand.
The initiative includes a US $100 million marketing campaign and the launch of its new premier tier, Sheraton Grand, continuous innovation of the Sheraton guest experience and a goal of opening more than 150 new Sheraton hotels by 2020.
Adam Aron, Starwood interim CEO, commented: “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.
“With Sheraton 2020, we are marshalling the formidable might, muscle and creativity of our organisation, which has famously distinguished itself as the industry’s premier brand builder and innovator.
“This 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.”
The new plan was announced at the 37th annual NYU International Hospitality Industry Investment Conference, which took place in New York City on May 31 – June 2.
According to Dave Marr , global brand leader for Sheraton, work is well underway on Sheraton 2020, with initiatives scheduled to roll out as soon as June and a new brand positioning and global advertising campaign launching in September.
“Sheraton 2020 was created with an eye toward maximising value for owners’ assets, and we thought it was important to share our plans first with them while at the NYU Hospitality Conference,” said Marr.
“Our teams around the world are already hard at work to swiftly and consistently execute this action plan.”
The 10 points of Sheraton 2020 are:
- Introduce New Sheraton Brand Positioning
- Turn Heads, Change Minds, Deliver Guests: $100 Million Sheraton Marketing Campaign
- Launch Sheraton Grand
- Earn Owners’ Confidence in Sheraton
- Ignite Associates’ Passion for Sheraton
- Get Service Right at Sheraton. Every Day. Every Time. Everywhere.
- Reclaim Sheraton’s Status as THE Meetings Brand
- Innovate the Sheraton Guest Experience. Continuously.
- Differentiate Sheraton through Design
- Strengthen Sheraton by Opening 150+ New Hotels by 2020
The 2020 expansion strategy for Sheraton will include conversions, adaptive re-use and new-build projects, and the right properties in the right markets with favourable returns for owners and investors.
The group is also looking to create a flexible new-build product that enhances hotel profitability in secondary and tertiary markets.
Starwood has also launched its next generation designs for its lifestyle select brands, Aloft, Element and Four Points.
Each design brings something different: Aloft hotels will be serviced by new robot butler called Botlr; Element rooms will have smart floor tiles, mapping out a gentle lighting path for guests going to the bathroom during the night; while Four Points’ new concept will have smart mirrors with news headlines and weather forecasts.