Starwood Launches New Sheraton 2020 Program

Hotel Group to Revamp Service, Open Over 150 New Properties

By Jesse Sokolow on 2 June 2015
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DSC_3287Starwood announced Sheraton 2020, a new program intended to revamp and improve its Sheraton brand of hotels.

Key aspects of the five-year Sheraton 2020 plan include creating a new Sheraton Grand subbrand; improving service; increase booking rewards and incentives; and redesigning food and amenity offerings.  In addition, Starwood said it plans to open an additional 150 Sheraton properties by the year 2020.

To launch the new Sheraton Grand subbrand of hotels, Starwood will transform over 100 of its top Sheraton properties into Sheraton Grand hotels, primarily located in high-traffic areas.  Starwood says that the new tier of hotels will also motivate other Sheraton properties to step up their service and appeal so that they may gain Sheraton Grand status as well.

Sheraton will refocus on getting “service right” in areas ranging from cleanliness, room condition, and staff respondsiveness to guest requests.

To increase its viability and recognition as a brand of hotels to host meetings at, Sheraton will increase its booking rewards and incentives.  The brand will also improve its entertainment options and fitness and bath amenities, as well as its food and beverage offerings.

In addition to the changes at existing properties, Sheraton plans to open over 150 new Sheraton hotels over the next five years as part of the Sheraton 2020 program.

(Photo: Accura Media Group)

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