by Mia Taylor
Last updated: 5:00 PM ET, Mon June 4, 2018
Marriott has announced plans to put its Sheraton brand on a new path, an effort that will include transforming properties around the world.
The sweeping changes will emphasize services, as well as design that enables socialization, productivity and personalization.
Additional details include the creation of collaborative venues and technology-enabled designs, and properties offering a host who helps deliver experiences that are exclusive to Sheraton.
"From the moment we closed the Starwood merger in late 2016, the revitalization of Sheraton has been a top priority for our company," Arne Sorenson, Marriott International's president and CEO, said in a statement.
"We knew that the way to restore this incredible brand was focus and collaboration with our hotel owners. We wanted to build on Sheraton's rich legacy of sitting at the heart of communities across the globe, but also to create a differentiated positioning and compelling proposition for our owners.
"With our Sheraton transformation plan, we've put together all of the pieces of the equation to work cooperatively with our owners to set this iconic brand on a new, disciplined and successful path. We are ready, our vision is clear and the energy is robust for Sheraton," Sorenson added.
Sheraton Hotels and Resorts are the third largest brand in Marriott's portfolio and the largest outside of North America in terms of room count.
The company is showcasing its vision for the future of the Sheraton brand this week at the NYU International Hospitality Investment Conference in New York City.
The 4,200-square-foot display is designed to bring the new Sheraton strategy to life for owners and investors.
Owners, according to Marriott, are already responding to the new vision with optimism and energy, committing an estimated half-a-billion dollars in renovations of hotels across the U.S. Globally, 25 percent of Sheraton hotels have committed to renovations with some already underway.
Since joining Marriott International as part of the acquisition of Starwood Hotels and Resorts in September 2016, 5,000 rooms have been signed to the Sheraton portfolio. There are currently about 450 open Sheraton hotels with 80 additional projects in the pipeline in 72 countries and territories. The properties generate about $9.2 billion in revenue globally.
By 2020, the brand's footprint is expected to expand to 90 countries.
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