Marriott Unveils Details of Sheraton’s Brand Transformation

Marriott International outlined its $500 million vision for Sheraton Hotels and Resorts, the third largest brand in its portfolio.

“From the moment we closed the Starwood merger in late 2016, the revitalization of Sheraton has been a top priority for our company,” said Arne Sorenson, President and CEO of Marriott International.

The company showcased its vision for Sheraton’s public spaces at the NYU International Hospitality Industry Investment Conference in New York, this week, with a 4,200-square-foot vignette.

“Reverting to its roots as the gathering place for locals and guests,” the new design focuses on enabling socialization, productivity, and personalization, according to Marriott, with collaborative venues and technology-enabled designs.

The move follows the introduction of a new Sheraton guestroom, last year.

Marriott said 25 percent of Sheraton hotels worldwide have committed to the renovations, with some already underway, and an estimated half-a-billion dollars had been committed by owners.

After joining Marriott as part of the acquisition of Starwood Hotels and Resorts in September 2016, Sheraton’s future seemed uncertain. The brand was underperforming and operated in the same category as the Marriott Hotels and Resorts brand. Sorenson, however, was adamant that the company would keep the brand and work with owners on upgrades. 

Sheraton’s portfolio currently consists of nearly 450 open hotels with 80 additional projects in the pipeline in 72 countries and territories. By 2020, the brand’s footprint is expected to expand to 90 countries.