Marriott International has begun a rollout of the new Sheraton Hotels logo, as it seeks to reinvent the 82-year-old brand.
The Portland Sheraton at Sable Oaks, pictured above, is the first Sheraton to get a new logo in more than 40 years. The property was formerly the Portland Marriott.
Sheraton was bought from ITT in 1988 by Starwood Hotels and Resorts which, in turn, was acquired by Marriott in 2016.
Marriott has since announced plans to revitalise the brand with a series of refurbishments, openings and new initiatives.
In Europe, 15 properties are currently being renovated, six will leave the portfolio for not meeting “brand standards”, and ten will open within the next five years. It will take Sheraton’s European portfolio to over 70 hotels.
Business Traveller‘s Tom Otley recently travelled to Marriott’s Maryland HQ to speak to executives about their global strategy for Sheraton, which includes reinventing lobby spaces, adding new co-working areas and creating ‘destination’ bars and coffee shops:
The Portland Sheraton at Sable Oaks will be an early participant in a new collaboration with 24Slides, which will provide business travellers with a dedicated design team for 24-hour turnaround services at a 40 per cent discount. This is set to be rolled out globally.
Indy Adenaw, global brand lead for Sheraton, commented yesterday:
“Portland Sheraton at Sable Oaks has such a rich history in South Portland, Maine, making it the ideal property to display the new brand logo.
“The hotel embodies our vision for Sheraton, which centres around being the gathering place for our guests and local community members alike. The speed of the global roll out of the logo is a testament to the excitement and enthusiasm of our owners who are supportive of the transformation and our associates who are eager to bring the new experience to life.”
The old and new Sheraton logos: