Starwood Hotels & Resorts Worldwide has announced plans for its Sheraton brand that includes the launch of a new premier tier, Sheraton Grand and introduction of more than 150 new hotels worldwide by 2020.
This is a part of Sheraton 2020, a ten-point plan that is aimed towards boosting the company’s presence in the market.
The points include the launch of Sheraton Grand, which will see the escalation of more than 100 premier hotels to Sheraton Grand tier, which is designed to show the company’s best properties and boost its portfolio.
Starwood Hotels is also planning to encourage present Sheraton owners to renovate their properties to achieve Sheraton Grand status.
The plan includes boosting booking rewards and incentives, the introduction of unique premium sleep, entertainment, fitness and bath experiences and revamping the lobby design to drive revenue.
The company plans to open 150 new hotels through new-build projects, conversions and adaptive re-use.
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It also aims to create a flexible build product that will contribute towards the hotel’s profitability.
Starwood interim CEO Adam Aron said: "This is a top priority, and we will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere."
Starwood Hotels & Resorts Worldwide also announced it will be launching a $100m multi-channel Sheraton marketing campaign in 2015, which will continue throughout 2017.
Image: Sheraton Huzhou Hot Spring Resort. Photo: courtesy of Business Wire.