Starwood Has 2020 Vision for Sheraton Brand


From the 37th Annual NYU International Hospitality Industry Investment Conference, Starwood Hotels & Resorts Worldwide introduced “Sheraton 2020,” a comprehensive 10-point plan designed to put Sheraton Hotels and Resorts back into the global spotlight.

Sheraton 2020, a nod to the plan’s five-year vision, includes a new $100 million Sheraton-focused marketing campaign; the launch of a new premier tier, Sheraton Grand; continuous innovation of the Sheraton guest experience; an unwavering commitment to service excellence; the implementation of revenue and profit-driving initiatives to benefit owners and developers; and a goal of opening more than 150 new Sheraton hotels worldwide 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 CEO on an interim basis. “With Sheraton 2020, we are marshalling 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.”

According to Dave Marr, global brand leader for Sheraton, work is well underway on Sheraton 2020 with initiatives scheduled to roll out as soon as this month and a new brand positioning and global advertising campaign launching in September.


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