Starwood £2.5bn Sheraton overhaul "revitalises brand"

Sheraton reports best ever satisfaction survey with the plan now 70% complete

Sheraton Seattle Hotel & Towers: renovation complete
Sheraton Seattle Hotel & Towers: renovation complete

Starwood Hotels' multi-million pound effort to revitalise its Sheraton brand is 70% complete, with new openings, renovation schedules and planned redesigns on track, and 24 "off brand" hotels culled.

The "worldwide revitalization program" began in 2007 and includes investment of £1.34bn in new hotels, £870m in renovations and £270m in other initiatives.

Key elements completed include:

  • 63 of a scheduled 98 hotels in North America upgraded, with 30 scheduled for completion this year
  • 26 new hotels in 2008, including 16 in North America, with 20 more in 2009
  • 300 hotel lobbies redesigned, with the addition of Sheraton's technology-focused Link@Sheraton lounges

Starwood has said the overhaul is already paying off, with latest Sheraton Guest Satisfaction surveys scoring the highest in its history, with overall satisfaction at 8.12 out of 10.

"The investments are coming to fruition and our guests are taking note," said Sheraton Hotels & Resorts senior vice president Hoyt H. Harper II. "We've vastly upgraded the brand and improved consistency."

Starwood Hotels & Resorts currently has 960 properties in 97 countries.

 

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