Sheraton’s new brand vision unveiled

i By February 2, 2021 No Comments

Sheraton’s new brand vision, first announced by Marriott in 2018, has been unveiled at six properties around the world.

The Sheraton Phoenix Downtown and Sheraton Denver Downtown in the United States along with the Sheraton Tel Aviv (Israel), Sheraton Grand Dubai (United Arab Emirates), Sheraton Guangzhou (China) and Sheraton Mianyang (China) are the first hotels to be renovated and transformed.

“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.”

Sheraton's new brand vision has been unveiled at six properties including the Sheraton Grand Dubai. That property's redesigned lobby is shown here. Photo courtesy of Marriott International.

PHOTOS | (Top of post) Studio in reimagined lobby of Sheraton Phoenix Downtown. (above) “Public Square” lobby in Sheraton Grand Dubai. Images courtesy of Marriott International.

A highlight of Sheraton’s new brand vision is the reimagining of the lobby as the “Public Square” of the hotel. Signature elements in the new design include:

  • Community Table, a purpose-built workspace custom-designed with amenities such as built-in lighting, outlets and wireless charging stations.
  • The Studios, flexible, tech-enabled gathering spaces built on raised platforms and enclosed with glass that “contribute to the energy of the public space while also providing privacy and focus for everything from small group meetings to private dining experiences.
  • Soundproof Booths, strategically placed throughout the lobby, for private phone calls.
  • Coffee Bar Bar, a central pillar of Sheraton’s new elevated food & beverage philosophy, is part bar, part coffee bar and part market.

The brand’s new guestroom design champions productivity. The rooms are now bright and well-lit with a warm, residential appeal. They feature soft finishes and light wood tones accentuated with black metal accents. Elements that make it easier to work include a height-adjustable work table, layered lighting, and integrated power and charging. Elements that make it easy to relax include classic Sheraton amenities like the Sheraton Sleep Experience platform bed, bath amenities by Gilchrist and Soames, and redesigned bathrooms with new, modern walk-in showers.

The Sheraton Club Lounge, an exclusive space for Marriott Bonvoy Elite members and Sheraton Club level guests, has also been given an upgrade. The new welcoming space provides guests with updated food and beverage offerings, premium amenities, enhanced connectivity and 24/7 access.

There are currently 446 Sheraton hotels in 74 countries and territories. In 2021, the brand expects to showcase new guest experience programs and complete renovations in locations including Nashville, TN (US); Toronto, ON (Canada); Nice, France; Kiev, Ukraine; and Xi’an, China. More than 40 Sheraton hotels around the world are expected to reflect the new look by the end of 2022.

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