Starwood unveils new vision for Sheraton brand


Starwood Hotels & Resorts Worldwide has unveiled Sheraton 2020, a comprehensive 10-point plan designed to put Sheraton Hotels and Resorts firmly back into the global spotlight. Sheraton 2020, a nod to the plan’s clear five year vision, includes a new $100 million Sheraton-focused marketing campaign; the launch of the new premier tier, Sheraton Grand; continuous innovation of the Sheraton guest experience; an unwavering commitment to service excellence; the implementation of revenue and profit-driving initiatives to benefit owners and developers; and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.

The 10 points of Sheraton 2020 include:

1. Introduce New Sheraton Brand Positioning

2. Turn Heads, Change Minds, Deliver Guests: $100 Million Sheraton Marketing Campaign

3. Launch Sheraton Grand

4. Earn Owners’ Confidence in Sheraton

5. Ignite Associates’ Passion for Sheraton

6. Get Service Right at Sheraton. Ever Day. Every Time. Everywhere

7. Reclaim Sheraton’s Status as THE Meetings Brand

8. Innovate the Sheraton Guest Experience. Continuously

9. Differentiate Sheraton through Design

10. Strengthen Sheraton by Opening 150+ New Hotels by 2020