Marriott International,Inc.-A leading hospitality Company has recently announced the rebooting of its third largest brand Sheraton, as some its wings are tired. Once done, will bring back its missing reputation.
Being standout amongst the international hotel chains, Sheraton currently runs over 500 branches globally.
According to Marriott CEO, Arne Sorenson, ‘over the next few years, you’ll see that most noticeably the worst Sheratons are either significantly reevaluated or they’re gone.’
Further he added, “So what we did right after the merger was pull in Sheraton owners globally and talk about what those standards should be and the time frame to realize them. And we made it very clear to the owners that if they don’t meet those standards then they’re not going to remain with the system.”
Marriott obtained Sheraton after its $13bn merger with Starwood in 2016. By year end, Marriott projects, Sheraton will have exited 8,000 rooms since the merger, while adding 5,000 over the period.
Marriott first revealed its desire to “re-awaken” Sheraton on the occasion of welcoming guests to ‘The Sheraton Experience’, a 4,200-square-foot initiative highlighting mid-century plan, dinning all through the day, innovation driven conveniences and a choice of co-working spaces. The idea likewise featured how such 81 year old brand has been a hotspot across world’s major cities.
Recently, Marriott held a weeklong arrangement of activations at the recently remodeled Sheraton Cairo Hotel and Casino in Egypt, including a co-facilitated Ted Talk titled ‘Egypt’s Cultural Past and Present’, an experiential ‘Heart for the City’ visit joining the nation’s tourist spots, landmarks and legacy, and in addition further instances of how the Sheraton brand will appeal to the future clients.
On the West Bank of the Nile River, Sheraton Cairo is steps away from the Egyptian Museum and the Cairo Opera House, and was the first of its brand to open in Africa over four decades back. One of Sheraton’s most coveted part internationally, the inn went through a redesign of its 326 rooms and offices including adding of new open spaces, restaurants and lounges.
Tina Edmundson, the global brand officer who believes that The Middle East is crucial to Sheraton’s fortunes, said, “Sheraton in the Middle East and Asia has been fiercely effective.Our task is to dust off the internationally familiar icon and bring back its glory days.
