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June 4, 2018

Marriott to Revamp Sheraton Brand

New amenities are in store for business travelers and event attendees staying at Sheraton-branded hotels in the next couple of years. At this year’s NYU International Hospitality Industry Investment Conference in New York, Marriott International announced big plans for its transformation of the Sheraton Hotels and Resorts brand, which is the third-largest brand in the company’s portfolio. The move follows the introduction of a new Sheraton guestroom last year.

In a written statement Marriott President and CEO Arne Sorenson said that the revitalization of Sheraton has been a top priority at the company since it merged with Starwood in late 2016.

The new Sheraton design aims to enable socialization, productivity and personalization, in what Marriott describes as a return to its roots as a gathering place for locals and guests. The strategy will center on collaborative venues, technology enabled designs and a host.

In 2013, the company kicked off a repositioning of its Marriott Hotels brand that included a redesign of the guest room and MClub Lounge. According to Marriott, the renovated hotels have seen average market share gains of nine percent and “intent to recommend” scores an average of eight points higher than non-renovated hotels.

Since joining Marriott International as part of the acquisition of Starwood Hotels and Resorts in September 2016, Sheraton has exited 6,000 rooms with another 2,000 expected to depart by the end of the year, Marriott said. During the same period, 5,000 rooms have been signed to the portfolio. Intent to recommend for the brand has already increased 2 points year-over-year and market share has grown for the first time in years. The Sheraton brand consists of nearly 450 open hotels, with an additional 80 projects in the pipeline in 72 countries and territories, generating $9.2 billion in property revenue worldwide. By 2020, the brand’s footprint is expected to expand to 90 countries.

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