Members of the Starwood Hotels & Resorts’ loyalty programme Starwood Preferred Guest will be able to redeem free weekend nights at participating Sheraton hotels globally.
The new initiative comes as part of Sheraton 2020, a 10-point plan to solidify and reinvigorate Starwood’s Sheraton brand.
Available from July 9 through September 30, 2015, Sheraton Free Weekends allows members of SPG to earn one free weekend night at any Sheraton hotel or resort for every five eligible nights with the brand.
Dave Marr, global brand leader, Sheraton Hotels & Resorts and Tribute Portfolio commented: “Sheraton Free Weekends is a bold way to capture the attention of Starwood’s most loyal guests, drive business to our Sheraton hotels around the world and encourage our members to discover exciting new destinations within our vast global portfolio of hotels and resorts.”
The promotion eliminates restrictions on hotel category, allowing members to redeem their free weekend nights at any of the 435+ participating Sheraton properties in the world.
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Guests can earn a maximum of three free weekend nights.
A Weekend Night is defined as Friday, Saturday and Sunday, with the exception of Sheraton hotels in the Middle East, Algeria, Israel and Langkawi, Malaysia, where it is defined as Thursday, Friday and Saturday.
Chris Holdren, senior vice president, digital, loyalty, and partnership marketing at Starwood Hotels & Resorts said: “SPG members are integral in our efforts to revitalise Sheraton, and we’re excited to recognise their importance with a powerful new promotion that rewards them like no other.
“Sheraton Free Weekends makes it easy to earn and redeem free nights due to Sheraton’s expansive presence, providing our SPG members the chance to explore more of the world with us.”
The new promotion is one of many initiatives underway to boost the brand through Sheraton 2020, a 10-point plan designed to solidify Sheraton as a premier global hotel brand of choice, everywhere.
Sheraton 2020 was launched last month after interim CEO Adam Aron admitted during the operator’s Q1 earnings call in April that “Sheraton needs to be significantly reinvigorated with a boost that can only come from top-notch marketing.”
Commenting on the new Free Weekends initiative, Aron said: “One of the key missions with our new Sheraton 2020 plan is to turn heads and captivate guests. This is the first of many new initiatives and programs for Sheraton that will signal a new momentum within this storied brand.”
The five year Sheraton 2020 vision also includes a new $100 million Sheraton-focused marketing campaign; the launch of the new premier tier, Sheraton Grand; the implementation of revenue and profit-driving initiatives to benefit owners and developers; and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.
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