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Starwood Hotels and
Resorts Worldwide, Inc’s global efforts to revitalize its largest and
most global brand, iconic Sheraton Hotels & Resorts, remains in
high gear, despite challenging economic conditions.
 The
worldwide, multi-year revitalization program which began in 2007 and
includes an investment of over $2 billion in new hotels, $1.3 billion
in renovations and $400 million in signature brand initiatives is
bearing measurable successes, which to date, include:
- More than
half of Sheraton hotels in North America have been upgraded: 63 of 98
slated renovations are complete, with another 30 scheduled for
completion this year. This includes high profile gateway properties
including the Sheraton Denver, Sheraton Seattle Hotel & Towers,
Sheraton Chicago Hotel & Towers, Sheraton Dallas, Sheraton Waikiki
and Le Centre Sheraton Montreal.
- Sheraton
opened 26 new hotels in 2008, including 16 in North America, and
expects to open 20 more in 2009, including nine in North America. New
worldwide properties are expected to debut in San Juan, Puerto Rico;
Brooklyn; Guangzhou, China; Yilan, Taiwan; Nha Trang, Vietnam; and
Istanbul, Turkey.
- 24 “off brand” hotels that would not or could not meet the Sheraton brand’s standards have exited the brand.
Sheraton Hotels have redesigned more than 300 lobbies worldwide with the addition of its innovative Link@Sheraton℠,
a unique lobby lounge that enables today’s travelers access to
information and technology for work, leisure and social networking. The
Link@Sheraton is currently in 75% of properties around the globe and
will be in over 90% of properties by the end of the year.
The brand has introduced the new Sweet Sleeper® all-white 300 thread count bedding in 211 hotels and 83,000 guestrooms.
With the
revitalization plan 70% complete, Sheraton Hotels is seeing record
satisfaction results, particularly in North America, where the brand’s
hotels were inconsistent. The Sheraton Guest Satisfaction scores are
the highest in its history, with overall satisfaction at 8.12 out of
10, year-to-date, surpassing the brand’s own goal. Liklihood to return
to the brand has increased from 7.89 to 8.78 and Meeting Planner
Satisfaction has also improved to 8.31.
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