Sheraton Hotels redesigns brand image

Eloise Hanson Eloise Hanson Uploaded 29 January 2021

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Worldwide: Seven Sheraton hotels have completed renovations that exemplify the reinvented brand image, with plans to transform over 40 additional hotels by the end of 2022.

Drawing on local roots and the sense of community, the new approach from Sheraton sees several design elements introduced that facilitate a feeling of connectivity. 

At the heart of the guest experience is the lobby, now reimagined as the “Public Square” of the hotel. Signature features include a purpose-built workspace “Community Table”, “The Studios” built on raised platforms and enclosed with glass to support small group meetings, and a “Coffee Bar Bar” serving day to night food and beverages.

Guest rooms have been reimagined with new tools for productivity, such as a height-adjustable work table, power charging with layered lighting, walk-in showers and bath amenities from Gilchrist & Soames.

The Sheraton Club Lounge, an exclusive space for Marriott Bonvoy Elite members and Sheraton Club level guests, has been upgraded to offer new menus, enhanced connectivity, and 24/7 access to a private environment.

"This is a pivotal moment for Sheraton as we see hotel owners embracing the new vision and bringing it to life for the first time," said Amanda Nichols, senior director and global brand leader of Sheraton Hotels. "Over the past 80 years, Sheraton has always offered guests the time-honoured assurance of a welcoming community. We're proud to have built on this legacy in the new concept, creating an environment where guests can enjoy all the familiar comforts of the Sheraton brand, but with fresh, contemporary updates. As travel resumes, we look forward to welcoming guests into this new chapter for Sheraton."

There are currently 446 Sheraton hotels in 74 countries, making it Marriott International's most global brand. In 2021, Sheraton Hotels will continue its transformation journey and complete renovations in locations including Nashville, USA; Toronto, Canada; Nice, France; Kiev, Ukraine; and Xi'an, China.

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