Sheraton Hotels Set to Get a Makeover to Revitalize Iconic Brand
Friday, 28 March 2008：Sheraton Hotels & Resorts has launched a comprehensive new design of its lobbies and guests rooms that will significantly enhance its portfolio of hotels and resorts.
Sheraton and its owners Starwood Hotels & Resorts Worldwide, Inc. are undertaking an aggressive multi-year strategy to improve the quality and consistency of the Sheraton brand portfolio that includes $1.3 billion in renovations, $400 million in key brand initiatives and $2 billion in new hotel openings. Sheraton will upgrade 100 hotels in the U.S., renovate 50,000 guestrooms and re-design more than 100 new lobbies. The plan is part of a global initiative to revitalize the iconic Sheraton brand and differentiate the guest experience at each of its 406 hotels across 71 countries.
"With awareness among upscale guests at 92%, the Sheraton brand is iconic," said Hoyt H. Harper II, Senior Vice President for Sheraton Hotels and Resorts. "We are leveraging Starwood´s proven history of building great lifestyle brands to enhance the entire guest experience for the company´s most global, recognized brand."
Guests will first observe Sheraton´s efforts to revitalize its properties in the lobby. A significant component in lobby re-design is the "Link @ Sheraton," which will enable Sheraton guest to work, relax and remain connected to family and friends during their travels. It provides an online service, including free Wi-Fi and Internet-enabled computer stations, allowing them to email, search the Web, review local attractions and even print up boarding passes.
Adding to the social aspect of the new lobby design a communal table at the lobby´s centre allows several groups of guests to work independently of one another within the same space, while game tables and oversized chairs encourage playful, social interaction.
Sheraton will extend its revitalization beyond the lobby to its guest rooms, creating a signature experience through new designs and enhanced amenities. Led by D.B. Kim, Sheraton´s vice president of design, the brand´s in-house design team is working with New York-based George Wong Design, to renovate more than 50,000 guestrooms.
In response to guests´ preferences for flexible room design, Sheraton will remodel its rooms to be innovative and familiar through four distinct zones: a welcome area, a "connection" zone, an area to rest and a space to re-energize. Upon entering the room, guests arrive in the "welcome centre," a residential inspired entryway featuring a free-standing custom designed luggage bench and streamlined organizational wall shelf where guests can unpack and organize with ease. Directly adjacent, in lieu of a traditional closet, is a new wood panelled wardrobe that offers multiple compartments, hanging space and a full-length mirror.
The connection zone, designed to facilitate work or entertainment, consists of desk space that is modular and movable to accommodate a guest´s need for individual work, meeting space or dining. A built-in flat screen TV showcases "Scene@Sheraton," Sheraton´s special access in-room entertainment content, while a charging station enables guests to connect and refresh their technical gadgets. Guests will unwind in the most comfortable of beds- the new "Sheraton Sweet Sleeper II" -- that boasts a luxurious mattress, a redesigned ensemble of all-white, 300 thread count pillow cases and sheets, and a new duvet.