Marriott International has unveiled plans aimed at revitalising its Sheraton brand across Europe, with a series of refurbishments and new openings over the next five years.
Business Traveller’s Tom Otley recently travelled to Marriott’s Bethesda headquarters to hear about the group’s plans for the Sheraton brand worldwide, and more details have now been provided for the brand’s transformation roadmap within Europe.
A total of 15 Sheraton properties are currently undergoing renovation works across the continent, including hotels in the Polish cities of Sopot and Krakow, and ten new Sheraton properties are set to open in Europe over the next five years, bringing the brand’s European portfolio to over 70 hotels.
New hotels include the Sheraton Milan San Siro in Italy and Sheraton Bishkek in Kyrgyzstan (considered by Marriott to fall under the European region), both of which are scheduled to open this year, followed by properties in Astana and Kiev in 2020.
The revitalisation of the brand has also resulted in six European properties leaving the Sheraton portfolio, as they “did not meet brand standards”.
Marriott said that inspiration for the repositioning of the brand “came from modern day town squares in Europe such as the Piazza del Campo in Siena, Trafalgar Square in London, and Plaza Mayor in Madrid, which function as places at the heart of the community where people gather and the city comes to life”.
To this end the new Sheraton lobby design features communal tables allowing guests to “work, eat, drink and linger together or alone”, private sound-proof booths where guests can conduct phone and video calls, and a reimagined hotel café experience Coffee Bar Bar (no, that’s not a typo).
“This incredible brand is a beacon of hospitality with an 82-year legacy of bringing communities together around the globe,” said Liam Brown, President and Managing Director, Marriott International, Europe.
“Our Sheraton transformation plan builds on this rich history, provides a modern and differentiated positioning, and offers a compelling proposition for our owners. We can’t wait to bring the new Sheraton to life in Europe.”