With travelers dreaming of new discoveries in 2021, Sheraton Hotels & Resorts is ready to welcome them as it unveils the initial hotels all over the world exemplifying the brand’s new vision: Sheraton Phoenix Downtown, USA; Sheraton Denver Downtown, USA; Sheraton Tel Aviv, Israel; Sheraton Grand Dubai, UAE; Sheraton Guangzhou, China, and Sheraton Mianyang, China.
Following Marriott International’s announcement in 2018 of its plans to refresh the iconic brand for today’s travelers, the completion of the renovations at these hotels is an important milestone within the brand’s reinvention journey. There’s now momentum building for the transformation, with over 40 hotels around the world expected to reflect the new brand vision by the end of 2022.
“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,” stated Amanda Nichols, Senior Director and Global Brand Chief of Sheraton Hotels. “Over the past 80 years, Sheraton has always offered guests the time-honored assurance of a welcoming community. We’re proud to have built on this legacy within the new concept, creating an environment the place visitors can enjoy all of the familiar comforts of the Sheraton brand, however with fresh, contemporary updates. As travel resumes, we look forward to welcoming visitors 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 fashionable feel, aims to create surroundings where guests really feel comfortable and at ease, whether working, meeting, or relaxing.
At the heart of the new Sheraton, the experience is the lobby. This has been re-imagined as the “Public Sq.” of the hotel; a holistic, open house that invites people to hitch together or be alone amongst others, creating a sense of energy and belonging. With a flow that is pure, intuitive, and uncomplicated, guests have what they want within arm’s reach, all set towards an inviting backdrop that feels warm and comfortable but refined.
Built into the new design are signature elements such as the Community Table, an inviting, purpose-built workspace that can anchor each resort’s lobby and allow guests to work, eat and drink whereas soaking up the energy of the space. Following Sheraton’s philosophy to embrace each type and function, these tables are customized with amenities to keep guests productive, including built-in lighting, outlets, and wireless charging stations.
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 welcome visitors to contribute to the power of the public space whereas additionally providing privacy and focus for everything from small group meetings to private dining experiences. Soundproof booths are also strategically placed throughout the lobby, perfect for a spontaneous phone name to connect privately with friends, family, or colleagues from afar.
Built with its global, productivity-focused guest in mind, Sheraton’s new elevated food & beverage philosophy creates a focus on the foyer experience. Part bar, part coffee bar, part market, the Coffee Bar Bar is a central pillar of the new Sheraton vision, transitioning visitors seamlessly from day to night with food & beverage options that are locally-sourced, easy to consume whereas working and customizable to accommodate all tastes and time schedules.
Within the new guest rooms, guests are welcomed into a shiny, well-lit space with the 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; whereas still retaining a few of the classic Sheraton signature facilities, including the luxurious Sheraton Sleep Experience platform bed. The visitor bathroom has additionally been completely redesigned with new and modern walk-in showers and bath amenities by Gilchrist & Soames.
There are currently 446 Sheraton hotels in 74 nations and territories all over the world, making it Marriott International’s most global brand. In 2021, Sheraton Hotels will continue on its transformation journey, with the brand expecting to showcase new guest experience packages and complete renovations in places including Nashville, USA; Toronto, Canada; Nice, France; Kyiv, Ukraine; and Xi’an, China.
