Marriott begins global roll-out of refreshed Sheraton brand

Marriott begins global roll-out of refreshed Sheraton brand

Marriott International has unveiled the initial hotels around the world that have been redone to herald its new brand vision for Sheraton Hotels & Resorts.

Following Marriott’s announcement in 2018 of its plans to refresh the iconic brand for today’s travellers, renovations have now been completed at six hotels: Sheraton Phoenix Downtown (USA), Sheraton Denver Downtown (USA), Sheraton Tel Aviv (Israel), Sheraton Grand Dubai (UAE), Sheraton Guangzhou (China), and Sheraton Mianyang (China).

The hospitality giant expects more than 40 hotels globally will reflect Sheraton’s new brand vision by the end of 2022, with properties in Nashville (USA), Toronto (Canada), Nice (France), Kiev (Ukraine), and Xi’an (China) to be revamped this year.

There are currently 446 Sheraton hotels in 74 countries and territories around the world, making it Marriott’s most global brand.

Amanda Nichols, senior director and global brand leader of Sheraton, said: “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.

“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.”

Drawing on its roots as a community hub for locals and guests at flagship locations globally, the new approach for Sheraton creates an intuitive and holistic experience with places to connect, be productive and feel part of something.

The layered design approach, balancing a sense of timelessness with a fresh and modern feel, aims to create an environment where guests feel comfortable and at ease, whether working, meeting or relaxing, according to Marriott.

A modern-day ‘Public Square’

At the heart of the new Sheraton experience is the lobby. This has been re-imagined as the ‘Public Square’ of the hotel; a holistic, open space that invites people to join together or be alone amongst others.

The lobby at Sheraton Phoenix Downtown

Built into the new design are signature elements such as the ‘Community Table’; an inviting, purpose-built workspace that will anchor each hotel’s lobby and allow guests to work, eat and drink.

Following Sheraton’s philosophy to embrace both form and function, these tables are custom-designed with amenities to keep guests productive, including built-in lighting, outlets and wireless charging stations.

The ‘Studios’ – flexible gathering spaces available to book whenever a guest needs it – celebrate collaborative working and connecting with others in a less formal setting.

Built on raised platforms and enclosed with glass, the tech-enabled Studios provide privacy and focus for everything from small-group meetings to private dining experiences.

The Studios at Sheraton Guangzhou

Soundproof booths are also strategically placed throughout the lobby, perfect for a spontaneous phone call to connect privately with friends, family or colleagues from afar.

Built with its global, productivity-focused guest in mind, Sheraton’s new elevated food and beverage (F&B) philosophy creates a focal point in the lobby experience.

Part-bar, part-coffee-bar, part-market, the Coffee Bar Bar is a central pillar of the new Sheraton vision, transitioning guests seamlessly from day to night with F&B options that are locally-sourced, easy to consume while working and customisable to accommodate all tastes and time schedules.

Sheraton Guangzhou’s Coffee Bar Bar

Guest rooms and club lounges that champion productivity

The new guest rooms offer a bright, well-lit space with warm, residential appeal, comprised of soft finishes and light wood tones accentuated with black metal accents.

The rooms have been reimagined with new tools for productivity, such as a height-adjustable work table, integrated power and charging and layered lighting; while still retaining some of the classic Sheraton signature amenities, including the luxurious Sheraton Sleep Experience platform bed.

The Deluxe King room at Sheraton Mianyang

The guest bathroom has also been completely redesigned with new and modern walk-in showers and bath amenities by Gilchrist & Soames.

The Sheraton Club Lounge, an exclusive space for Marriott Bonvoy Elite members and Sheraton-Club-level guests, has also undergone an upgrade as part of the brand’s transformation.

Guests will find updated food and beverage offerings, premium amenities, enhanced connectivity, and 24/7 access to provide a private environment.

Sheraton Denver Downtown Club Lounge

‘Commitment to Clean’

Sheraton properties are following Marriott’s Commitment to Clean protocols, created in partnership with experts in food and water safety, hygiene and infection prevention, and hotel operations.

These protocols include mandated mask wearing for all associates within the hotel, and the use of disinfectants recommended by the US Centers for Disease Control in the country/region where the hotel operates and the World Health Organization to sanitise surfaces in the hotels.


Featured image: Sheraton Tel Aviv

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