Sheraton Hotels & Resorts has unveiled its new brand vision, with two hotels in the Middle East among the first six to showcase the reimagination.
Sheraton Grand Dubai, UAE (pictured) and Sheraton Tel Aviv, Israel; Sheraton Phoenix Downtown and Sheraton Denver Downtown in the US; and Sheraton Guangzhou and Sheraton Mianyang in China have all undergone a transformation, with more than 40 of the brand’s 446 properties globally following suit by the end of 2022.
Drawing on its roots as a community hub for locals and guests at flagship locations globally, the new approach for Sheraton creates an “intuitive and holistic experience with places to connect, be productive and feel part of something”.
At the heart of the new Sheraton experience is the lobby, which has been reimagined as the ‘Public Square’ of the hotel – a holistic, open space that invites people to “join together or be alone amongst others, creating a sense of energy and belonging”.
Signature elements include the Community Table, an inviting, purpose-built workspace that will anchor each hotel’s lobby, enabling guests to work, eat and drink while soaking up the energy of the space.
New additions also include The Studios – flexible, private and high-tech gathering spaces available for guests to book for collaborative work, meetings, private dining experiences and more. Soundproof booths are also strategically placed throughout the lobby, which are “perfect for a spontaneous phone call to connect privately with friends, family or colleagues from afar”.
There’s also the Coffee Bar, part bar, part coffee bar, part market, offering food and beverage options that are locally-sourced, easy to consume while working and customisable to accommodate all tastes and time schedules.
The revamped guestrooms are well-lit spaces with a warm, residential appeal and kitted out with “new tools for productivity”, such as a height-adjustable work table, integrated power and charging and layered lighting, while retaining classic Sheraton signature amenities, including the luxurious Sheraton Sleep Experience platform bed. The guest bathroom has also been completely redesigned with modern walk-in showers and bath amenities by Gilchrist & Soames.
The Sheraton Club Lounge, an exclusive space for Marriott Bonvoy Elite members and Sheraton Club level guests, has also undergone an upgrade as part of the transformation.
