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Starwood Hotels & Resorts unveils new vision for Sheraton Brand

Starwood Hotels & Resorts Worldwide introduced Sheraton 2020, a comprehensive 10-point plan designed to put Sheraton Hotels and Resorts firmly back into the global spotlight.

The 10 points of Sheraton 2020 include:

  1. Introduce New Sheraton Brand Positioning
    Reinvigorate Sheraton with a new vision to define and crystallize what Sheraton stands for as a brand - Create a new visual identity for Sheraton that incorporates our current, iconic logo
    Enhance the digital experience and develop compelling content
  2. Turn Heads, Change Minds, Deliver Guests: $100 Million Sheraton Marketing Campaign
    Roll out a multichannel global advertising campaign, beginning in 2015 through 2017 - Execute the richest Sheraton-focused SPG promotions in Starwood's history
    Ramp up media buzz and social strategy to meaningfully engage consumers across all channels
  3. Launch Sheraton Grand
    Elevate 100+ premier Sheraton hotels to new Sheraton Grand tier to better match guests' expectations, showcase Sheraton's best properties and create a halo effect across the portfolio
    Focus first on global gateways to lure high-value travelers and create a worldwide network
    Encourage more owners to renovate properties to achieve new Sheraton Grand stature 
  4. Earn Owners' Confidence in Sheraton
    Laser-focus on revenue and profit-driving initiatives and programs to boost owner value
    Balance building and conversion costs with exceptional guest experience
    Reevaluate brand standards and fee structures to improve owner economics 
  5. Ignite Associates' Passion for Sheraton
    Enlist Sheraton General Managers as leaders of change on the frontlines
    Connect Sheraton's people to new brand vision and their role in bringing it to life 
  6. Get Service Right at Sheraton. Every Day. Every Time. Everywhere
    Maniacal - and consistent - focus on excellence in service delivery, including cleanliness, condition of rooms and responsiveness to guests
    Inspire and incent our hotels to reach new Guest Experience and Quality Assurance goals
    Tackle lowest-performing hotels, move the middle, and learn from the top 
  7. Reclaim Sheraton's Status as THE Meetings Brand
    Become go-to brand for top planners and customers - take back group share
    Kick off global customer blitz; amp up booking rewards and incentives 
  8. Innovate the Sheraton Guest Experience. Continuously.
    Offer unique and imaginative premium sleep, entertainment, fitness and bath experiences
    Invigorate Food & Beverage - more relevant, more profitable
    Unleash the potential of Sheraton Club 
  9. Differentiate Sheraton through Design
    Transform public spaces and guestrooms through smart, intuitive, forward-looking design
    Leverage lobby design to drive revenue 
  10. Strengthen Sheraton by Opening 150+ New Hotels by 2020
    Through conversions, adaptive re-use and new-build projects, develop the right properties in the right markets with favorable returns for owners and their investors
    Create a flexible new-build product that enhances hotel profitability in secondary and tertiary markets


On January 1, 2015, Starwood Hotels & Resorts was the 7th group worldwide in terms of number of rooms with 346,599 units at 1,207 properties according to MKG Hospitality, consulting firm founded by Georges Panayotis (Read our article).

Also read:

  • Starwood Hotels & Resorts changes CEO: Frits Van Paasschen steps down
  • Will Starwood Hotels & Resorts be sold, rented or offered a merger proposal
  • Global Hotel Ranking: A second Chinese Operator climbs into the Top10


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