11 JUNE 2018
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Plans for a new look for the largest hospitality brand outside North America in terms of room count were unveiled by Marriott International at a special exhibition in New York last week.
The company said it was announcing a “transformation vision” for its Sheraton Hotels and Resorts brand, the third largest in its portfolio. It follows the launch of a new Sheraton guestroom introduced last year.
Marriott showcased the next stage with an exhibition of its plans for Sheraton’s public spaces, to show owners and investors the company’s brand strategy as well as its signature focus on guest experience, hotel operations and design philosophy.
The company said observers were responding to the new vision “with optimism and energy”, committing an estimated $0.5bn in renovations of hotels across the US. Worldwide, 25% of Sheraton hotels are said to have committed to the renovations.
Marriott president and CEO Arne Sorenson said: “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 the way to restore this incredible brand was focus and collaboration with our hotel owners. With our Sheraton transformation plan, we’ve put together all of the pieces of the equation.”
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