Marriott International has revealed further details of its transformation vision for Sheraton Hotels & Resorts in Europe at the International Hotel Investment Forum in Berlin.
Sheraton Hotels in Tel Aviv, Sopot and Krakow are among the properties already undergoing renovations.
A further 12 Sheraton Hotels across the Europe continent have committed to renovations in order to bring the new brand experience to life.
Furthermore, Sheraton anticipates opening ten new hotels in Europe over the next five years, that would bring the brand’s portfolio in Europe to over 70 hotels.
“The revitalisation of Sheraton has been a top priority for our company, and we are excited to reveal Sheraton’s new design here at IHIF in Berlin,” said Liam Brown, president, Marriott International, Europe.
“This incredible brand is a beacon of hospitality with an 82-year legacy of bringing communities together around the globe.
“Our Sheraton transformation plan builds on this rich history, provides a modern and differentiated positioning, and offers a compelling proposition for our owners.
“We can’t wait to bring the new Sheraton to life in Europe.”
Reverting to its roots as a place where locals and guests gather, the new Sheraton experience amplifies that legacy by leaning into services and design that enable socialisation, productivity, and personalisation.
Inspiration for the repositioning came from modern day town squares in Europe such as the Piazza del Campo in Siena, Trafalgar Square in London, and Plaza Mayor in Madrid, which function as places at the heart of the community where people gather and the city comes to life.
Public spaces are therefore critical to the design strategy for Sheraton’s new lobby.
Featuring collaborative venues, technology-enabled designs, and a host who helps deliver a unique experience that is exclusive to Sheraton, the new lobby concept is designed to be a place at the heart of the community where people can meet up, work or relax.
Key aspects of the new public space design include a new community table, allowing guests to work together, as well as boosts and a new community manager.
The latter will aim to foster a sense of community for the guests and locals and will be equipped to help with everything from travel to tech and local tips.
Sheraton guestrooms are also being transformed with a new room design featuring a muted colour palette, walk-in showers and flexible layout that can be adapted for work or rest.
A welcoming and sophisticated space for the modern business traveller, the natural tones and combination of hard and soft materials provide a comfortable and residential feel while an infusion of local art provides a clear sense of place.
Sheraton is the third largest brand in the Marriott International portfolio in terms of rooms, boasting nearly 450 hotels globally with 61 properties in Europe.
Sheraton is the second biggest brand in terms of revenue generation for the organisation.
Since joining Marriott International in September 2016 as part of the acquisition of Starwood Hotels & Resorts Worldwide, Sheraton has removed the flag from 21 hotels globally, including six in Europe that did not meet brand standards.
Sheraton has a robust global pipeline with an additional 80 signed projects in 33 countries and territories.
By 2020, the brand’s global footprint is expected to expand to nearly 80 countries.