Sheraton Hotels & Resorts are deploying a new in-room entertainment initiative, entitled “Scene @ Sheraton,” that will offer guests special access to a wide variety of entertainment content. The program is one component of a comprehensive effort to enhance the guest experience at Sheraton’s 398 hotels across 75 countries, currently rolling out in key cities nationwide.
Through “Scene @ Sheraton,” Starwood’s most global brand is taking a leadership position in the hotel category by forging exclusive partnerships with coveted entertainment brands, including Showtime and Sony BMG Music Entertainment. These alliances enable Sheraton to provide unique access to content that is highly acclaimed, popular among guests and, in some cases, exclusive to Sheraton.
Content offered through “Scene @ Sheraton” will focus upon four thematic pillars:
— Sneak Previews: advanced access to original programs offered
complimentary on-demand. Through an industry- exclusive
partnership with Showtime , Sheraton will provide US guests
with advance access to series and season premiers of the
network’s highly acclaimed original programs. Sheraton will
offer the season premiere episodes of two Showtime original
series, the critically acclaimed Brotherhood and the Emmy(R)
nominated Dexter, in rooms starting September 14, in advance
of the September 30th premieres. Additionally, Sheraton will
offer guests, upon a check-out, a $25 rebate toward a new
— Sports At Your Fingertips: sports games and network
programming available on-demand. Sheraton will offer NFL, NBA,
MLB and NHL all-day access to on-demand packages through
DIRECTV(R) Sports from LodgeNet’s Hotel SportsNet(SM) service
for any game airing nationwide. This is currently available at
select properties. Additionally, later this year, Sheraton
will expand its sports content through exclusive new
— Meaningful Music: launching this fall, this Sony BMG Music
Entertainment channel for Sheraton will be the hospitality
industry’s first “co-branded music channel,” offering videos,
behind-the-scenes footage and exclusive interviews with a wide
range of Sony BMG artists. This content will be programmed
specifically for Sheraton.
— Always Something Good to Watch: A suite of up to 30
extraordinary former television programs, available on-demand,
built around a diversity of genres that will appeal to the
Sheraton guest. Themes could potentially include “TV Families
We Love” and “Smart, Funny Shows” and include ground-breaking
episodes of iconic series.
Sheraton is working with its agency partner, Creative Artists Agency, to secure a line up of “true gem” programs that were critically acclaimed and loved by audiences.
“A key component of Sheraton’s effort to revitalize the guest experience at each of our properties is unparalleled in-room entertainment,” said Hoyt H. Harper II, Senior Vice President for Sheraton. ” ‘Scene @ Sheraton’ will provide our guests with content they admire, desire and—being the busy road warriors they are—may not have had the opportunity to watch . We’ve aligned our iconic brand with some of the most renowned brands in the entertainment industry to ensure our guests have a variety of entertainment choices and early access to content.”
In addition to the thematic programming of “Scene @ Sheraton,” Sheraton will launch “Travel Channel for Sheraton” this fall. The channel will air the best destination content chosen exclusively for Sheraton from Discovery, TLC and Travel Channel programs, combined with footage from a variety of Sheraton destinations.
Guests will view the distinctive programming of “Scene @ Sheraton” on 32” high-definition flat screen LCD televisions currently being rolled out in Sheraton properties. With this technology, the look of the content will mirror the special access that Sheraton is providing guests.
To ensure a seamless customer experience, Sheraton is working with Lodgenet Entertainment Corporation, the leading provider of media and connectivity, to provide programming support for Scene @ Sheraton.