Starwood has set into motion a 10-point plan, that will see its Sheraton brand moved ‘back into the global spotlight’.
Revealed by the company’s interim CEO this week, the plan will see the well-known brand renovated and turn into the ‘go-to brand’ for meeting planners.
Dubbed ‘Sheraton 2020’ proposal, the hotel chain will be given a completely new visual identity; there will be a new $100 million marketing campaign; and the launch of a new premier tier, the ‘Sheraton Grand’.
Other changes will see enhancements to the guest experience – further details are yet to be revealed – and meeting planners will receive new incentives and rewards on new bookings.
Despite the changes, the iconic Sheraton logo will remain and will be incorporated into all new marketing tools.
In addition to attracting more MICE planners and travellers, Sheraton is also hoping to open more than 150 new Sheraton hotels worldwide within the next five years.
This includes properties such as the Sheraton Samoa Aggie Grey’s Resort, which opened in Samoa earlier this year.
“We will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere.”
Adam Aron, Starwood interim CEO
Sheraton 2020 will start rolling out this month and a new brand positioning and global advertising campaign will launch in September.
Last month, Starwood also revealed plans to target younger travellers visiting Australia, by bringing its first Aloft hotel to Sydney.