Marriott to Restore Luster to Sheraton Brand

By Paul Riegler on 5 June 2018
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Marriott International announced plans to upgrade and bolster the Sheraton brand of hotels.

A Sheraton lobby in Flushing, N.Y.

A Sheraton lobby in Flushing, N.Y.

Marriott wants to “build on Sheraton’s rich legacy of sitting at the heart of communities across the globe,” said Arne Sorenson, the company’s CEO.

Sheraton was founded in 1933 and gained its name in 1937, when its owners purchased a third property that carried the name Sheraton Hotel and it would have been too expensive to replace the very large sign on the roof.

The hotelier expanded rapidly along the East Coast and in Canada and began an international expansion in the 1960s. It was acquired in 1968 by ITT and in 1998 by Starwood Hotels & Resorts. Marriott acquired Starwood in 2016.

The company said that 25% of Sheraton hotel owners have committed $500 million to be used for renovating and upgrading the properties. The work will include renovations to the guest rooms that include larger bathrooms and standing desks, and a new lobby design that has a town square-like feel along with smaller meeting areas and private booths for phone calls.

Sheraton currently has 444 hotels in 72 countries, making it Marriott’s most global brand, and it is the third largest brand in the Marriott family of hotels.

(Photo: Accura Media Group)

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