Some links to products and partners on this website will earn an affiliate commission.
With travellers dreaming of new discoveries in 2021, Sheraton Hotels & Resorts is ready to welcome them as it unveils the initial hotels around the world designed to exemplify the brand’s new vision.
Following Marriott International’s announcement in 2018 of its plans to refresh the brand for today’s travellers, the completion of the renovations at these hotels is seen as “an important milestone in the brand’s reinvention journey”. Over 40 hotels around the world are expected to reflect the “new brand vision” by the end of 2022.
Updated hotel lobby of Sheraton Hotels & Resorts
At the heart of the new Sheraton ‘experience’ is the lobby:
“This has been re-imagined as the “Public Square” of the hotel; a holistic, open space that invites people to join together or be alone amongst others, creating a sense of energy and belonging. With a flow that is natural, intuitive and uncomplicated, guests have what they need within arm’s reach, all set against an inviting backdrop that feels warm and comfortable yet refined.”
Built into the new design are signature elements such as the Community Table, a purpose-built workspace that will anchor each hotel’s lobby and allow guests to work, eat and drink. The tables are designed with amenities to keep guests productive, including built-in lighting, outlets and wireless charging stations.
There are also new ‘Studios’ – flexible gathering spaces available to book whenever a guest needs.
“(They) celebrate collaborative working and connecting with others in a less formal setting. Built on raised platforms and enclosed with glass, the tech-enabled Studios welcome guests to contribute to the energy of the public space while also providing privacy and focus for everything from small group meetings to private dining experiences.”
Soundproof booths are also placed throughout the lobby, “perfect for a spontaneous phone call to connect privately with friends, family or colleagues from afar”.
Part bar, part coffee bar, part market, the ‘Coffee Bar Bar‘ (not a typo!) is a,
“central pillar of the new Sheraton vision, transitioning guests seamlessly from day to night with food & beverage options that are locally-sourced, easy to consume while working and customizable to accommodate all tastes and time schedules”.
Sheraton Club Lounge
The Sheraton Club Lounge, an exclusive space for Marriott Bonvoy Elite members and Sheraton Club level guests, has also undergone an upgrade as part of the transformation. The new design aims to create a space that is “welcoming, elevated and purposefully designed for a layered and engaging experience that transitions seamlessly with activations from morning to evening”. Guests will find updated food and beverage offerings, premium amenities, enhanced connectivity, and 24/7 access to provide a private environment.
Guest Rooms & Suites
The new rooms are designed to be bright, well-lit space with warm, residential appeal, comprised of soft finishes and light wood tones accentuated with black metal accents.
“The rooms have been reimagined with new tools for productivity, such as a height-adjustable work table, integrated power and charging and layered lighting; while still retaining some of the classic Sheraton signature amenities, including the luxurious Sheraton Sleep Experience platform bed.”
The guest bathroom has also been completely redesigned with new and modern walk-in showers and bath amenities by Gilchrist & Soames.
Looking ahead
There are currently 446 Sheraton hotels in 74 countries worldwide, making it Marriott International’s most global brand. In 2021, Sheraton Hotels & Resorts will continue its redesign. The brand is expected to unveil new guest experience programs and complete renovations at locations including Nashville, U.S.; Toronto, Canada; Nice, France; Kiev, Ukraine; and Xi’an, China. Six hotels – the Sheraton Phoenix Downtown; Sheraton Denver Downtown; Sheraton Tel Aviv; Sheraton Grand Dubai; Sheraton Guangzhou, China and Sheraton Mianyang, China – have already been upgraded to the new Sheraton standard.
According to Marriott, renovations at Sheraton hotels in Nashville, Tennessee; Toronto, Canada; Nice, France; Kiev, Ukraine; and Xi’an, China, will be finalised before the end of 2021. The renovation of 40 additional hotels is planned for 2022.
Bottom line
The new Sheraton hotels look like pretty nice, but it’s difficult to see anything genuinely novel (apart from the weird soundproof booths). That’s not necessarily a bad thing at all – what most guests require from a hotel doesn’t really change that much.
The main issue (as always with large hotel brands) is going to be the amount of time it takes for the majority of Sheraton hotels to actually meet the new standards. It will undoubtedly be years, so there will continue to be huge variance in quality between different Sheraton hotels. They do have to start somewhere though of course!
What do you think about the new Sheraton ‘concept’?
Photos: (c) Marriott International
I have a soft spot for “Sheraton”. When I started travelling for business, the brand just seemed a little bit more aspirational than Marriott or Hilton, even though they are all similarly pitched as solid 4* business hotels.
But as you say, it’s relatively easy to do some centralised branding and PR. Much harder to get hundreds of franchisees worldwide to invest, especially with COVID causing hotel income to crater.