Search

×

Starwood unveils new vision for Sheraton

Calling the plan “bold” and “a top priority,” Starwood Hotels & Resorts Worldwide unveiled Sheraton 2020, a five-year, 10-point initiative aiming to put Sheraton Hotels and Resorts — the company’s largest brand — back in the spotlight.

The plan includes a new marketing campaign, a new premier tier for the brand and aggressive expansion. Details behind the 10 points include:

1. Introduce new Sheraton brand positioning. Create a new visual identity for the brand incorporating the current logo as well as enhance the digital experience and develop compelling content.

2. Debut a US$100 million Sheraton marketing campaign. Roll out a multichannel global advertising campaign beginning this year and continuing through 2017 as well as execute the richest Sheraton-focused Starwood Preferred Guest promotions in the company’s history.

3. Launch Sheraton Grand. Elevate more than 100 Sheraton hotels to the new Sheraton Grand tier focusing on global gateways first.

4. Earn owners’ confidence in Sheraton. Focus on revenue and profit-driving initiatives, balance building and conversion costs with guest experience and reevaluate brand standards and fee structures.

5. Ignite associates’ passion for Sheraton. Enlist general managers as leaders of change.

6. Get service right at Sheraton. Inspire and incent hotels to reach new guest-experience and quality-assurance goals.

7. Reclaim Sheraton’s status as the meetings brand. Kick off a global customer blitz and amp up booking rewards and incentives.

8. Innovate the Sheraton guest experience continuously. Make food and beverage more relevant and profitable as well as unleash the potential of Sheraton Club.

9. Differentiate Sheraton through design. Transform public spaces and guestrooms as well as leverage lobby design to drive revenue.

10. Open more than 150 new hotels by 2020. Encompass conversions, adaptive reuse and new-build projects; create a flexible new-build product to enhance profitability in secondary and tertiary markets.

“Sheraton 2020 was created with an eye toward maximizing value for owners’ assets,” said Dave Marr, global brand leader for Sheraton. “Our teams around the world are already hard at work to swiftly and consistently execute against this action plan.”

Comment