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Starwood Hotels & Resorts Worldwide, Inc. global powerhouse, Sheraton Hotels & Resorts, announced that based on the success of its recent $6 billion revitalization effort, 230 of its hotels and resorts ratings have been re-evaluated and upgraded by Travelocity. As part of a three-year overhaul, Sheraton removed more than 60 hotels that did not meet the brands improved standards, opened 79 new hotels and resorts, renovated more than 120 hotels and rolled-out 300 new lobbies across its global portfolio.
“We have spent the last few years renovating and rebuilding one of the hotel industry’s most iconic brands and we’re proud that people are taking notice and discovering a brand new Sheraton,” said Hoyt Harper, global brand leader for Sheraton Hotels. “By adding stunning new flagships, renovating existing hotels, enhancing our signature services and exiting properties that were not up to par, we’ve vastly upgraded the Sheraton brand.”
As part of a multi-year make-over, Sheraton has invested more than $4 billion in new hotels, renovations and signature brand initiatives in North America and another $2 billion in new hotels overseas. Highlights include:
- 70,000 new or newly renovated guestrooms – 50,000 in North America alone
- More than 340 new lobbies featuring the brand’s innovative Link@SheratonSM experienced with Microsoft
- More than 100,000 brand new Sheraton Sweet Sleeper all-white, high-thread count beds in 211 hotels and 83,000 guestrooms worldwide
- 103 renovated properties, nearly half of Sheraton’s North American portfolio, including high profile gateway properties like the Sheraton Denver, Sheraton Dallas, Sheraton Boston, Sheraton Seattle Hotel & Towers and Sheraton Montreal and Sheraton Waikiki.
“We’re truly impressed with the extensive, high-quality enhancements made to the Sheraton hotels whose star ratings increased,” said Noreen Henry, senior vice president global partner services, Travelocity. “The new ratings were driven by the large investment the brand has made to guestrooms, renovation of public spaces and more.”
Revitalization Effort Reaps Rewards
Starwood has spent the last few years renovating and rebuilding one of the hotel industry’s most iconic brands and the multi-billion dollar investment is already paying off with measurable success. The brand is gaining market share, RevPAR continues to rise, guest satisfaction scores are the highest in the brand’s history and likelihood to return, likelihood to recommend and meeting planner and associate engagement scores are also at all-time highs – signaling that guests are taking notice and rediscovering the new Sheraton.
Sheraton Hotels & Resorts, like all brands within Starwood’s robust portfolio, is proud to offer the Starwood Preferred Guest program, which made headlines when it launched in 1999 with a breakthrough policy of no blackout dates on Free Night Awards. SPG® offers members the ability to redeem awards at more resorts, more luxury properties, more European hotels and more golf properties than any other hotel program.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
