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Sheraton and its owners are undertaking an aggressive multi-year strategy to improve the quality and consistency of the brand portfolio that includes $1.3 billion in renovations, $400 million in key brand initiatives and $2 billion in new hotel openings.

Published: 27 Mar 2008

Sheraton and its owners are undertaking an aggressive multi-year strategy to improve the quality and consistency of the brand portfolio that includes $1.3 billion in renovations, $400 million in key brand initiatives and $2 billion in new hotel openings.

Sheraton will upgrade 100 hotels in the US - nearly half its North American portfolio - renovate 50,000 guestrooms and re-design more than 100 new lobbies. The plan is part of a global initiative to revitalise the iconic Sheraton brand and differentiate the guest experience at each of its 406 hotels across 71 countries.

"With awareness among upscale guests at 92%, the Sheraton brand is iconic," said Hoyt H. Harper II, Senior Vice President for Sheraton Hotels and Resorts.

"We are leveraging Starwood's proven history of building great lifestyle brands to enhance the entire guest experience for the company's most global, recognised brand," he said.

The company has launched a new design of its lobbies and guests rooms that will significantly enhance its portfolio of hotels and resorts.