Marriott International has unveiled its “transformation vision” for the Sheraton Hotels and Resorts brand.
The group inherited the Sheraton portfolio following its merger with Starwood Hotels and Resorts, and Marriott’s president and CEO Arne Sorenson said that “From the moment we closed the Starwood merger in late 2016, the revitalisation of Sheraton has been a top priority for our company”.
Sheraton is now the third largest brand in the Marriott stable, and the largest outside of North America in terms of room count, with nearly 450 properties worldwide and 80 projects in the pipeline.
The transformation vision unveiled this week focuses on public spaces, which Marriott says will see the brand “Reverting to its roots as the gathering place for locals and guests”… “leaning into services and design that enable socialization, productivity, and personalisation”.
The group said that an estimated half-a-billion dollars had been committed by owners to renovation projects, with 25 per cent of properties worldwide committed to or having commenced works.
Properties accounting for around 6,000 rooms have exited the Sheraton portfolio since the merger, with another 2,000 expected to do so by the end of this year – although around 5,000 rooms have been signed to the brand during the same period.
“We knew that the way to restore this incredible brand was focus and collaboration with our hotel owners,” said Sorensen.
“We wanted to build on Sheraton’s rich legacy of sitting at the heart of communities across the globe, but also to create a differentiated positioning and compelling proposition for our owners.
“With our Sheraton transformation plan, we’ve put together all of the pieces of the equation to work cooperatively with our owners to set this iconic brand on a new, disciplined and successful path. We are ready, our vision is clear and the energy is robust for Sheraton.”