Starwood to revamp Sheraton brand, open 150 more

Starwood Hotels and Resorts today announced that it will revamp its iconic Sheraton brand and open an additional 150 properties by 2020.

Sheraton 2020, a 10-point plan to revive the brand, will begin immediately and include a new $100 million marketing campaign, the company announced this morning at the New York University International Hospitality Industry Investment Conference.

"If we want Sheraton to be the preferred brand of choice five years from now … then we think we need a bold, comprehensive, sweeping vision," says Starwood CEO Adam Aron.

The plan includes creating a new tier called Sheraton Grand. More than 100 Sheratons will be part of that new tier.

"There are some stunning Sheraton hotels around the world," Aron says.

Creating the tier, he says, will "showcase our best properties and create a halo effect."

Starwood has 10 brands, including the St. Regis, W Hotels, Le Merdien, and Aloft.

There are now 430 Sheratons around the world. Adding the new properties will make it Starwood's fastest-growing brand.

Aron did not provide many specific details about the plan but said the focus will be on improving customer service. Many tangible changes will start rolling out this month.

"This is about making sure we are maniacal about customer service," he says.

Properties will improve food and beverage options and design, especially in lobbies. That could include creating a workshop for public events, says Dave Marr, global brand leader for Sheraton.

"The focus of this effort is not a hotel renovation," Marr says. "The focus of this effort is improving the service and introducing new products."