Starwood Hotels & Resorts has unveiled a 10-point plan to revitalize its signature Sheraton brand, starting with a $100 million campaign.
Starwood is aiming to add 150 new Sheraton hotels over the next five years, which includes the formation of a new, enhanced sub-brand called Sheraton Grand.
A major part of the initiative will be to highlight Sheraton as a preferred brand for meetings, by expanding meeting planners’ booking rewards and incentives.
"With Sheraton 2020, we are marshalling the formidable might, muscle and creativity of our organisation, which has famously distinguished itself as the industry’s premier brand builder and innovator," said Adam Arom, Starwood interim CEO.
"This is a top priority, and we will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere."
