By Ryan Rudansky
Starwood Hotels & Resorts Worldwide, Inc. introduced a new strategy called Sheraton 2020 at the 37th annual NYU International Hospitality Industry Investment Conference today.
The 10-point plan, laying out Sheraton’s five-year vision, features a $100 million marketing campaign; the launch of a new premier tier, Sheraton Grand; innovative concepts to improve the Sheraton guest experience; the implementation of initiatives designed to drive revenue and profits; and a focus to open more than 150 new Sheraton hotels across the globe by 2020.
“Sheraton is Starwood’s largest, and most global brand, with a nearly 80-year history as a pioneer and true beacon of hospitality around the world,” said Adam Aron, Starwood interim CEO, via a release.
“With Sheraton 2020, we are marshaling the formidable might, muscle and creativity of our organization, which has famously distinguished itself as the industry’s premier brand builder and innovator. 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.”
Work is already underway for Sheraton 2020, according to Dave Marr, global brand leader for Sheraton. Initiatives are being rolled out as soon as June, while the marketing campaign will launch this September.
“Sheraton 2020 was created with an eye toward maximizing value for owners’ assets, and we thought it was important to share our plans first with them while at the NYU Hospitality Conference,” Marr said. “Our teams around the world are already hard at work to swiftly and consistently execute against this action plan.”
For more information on Sheraton Hotels & Resorts, visit www.sheraton.com.
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