Starwood’s new vision for Sheraton

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Starwood Hotels & Resorts has introduced ‘Sheraton 2020’, a 10-point plan designed to reinvigorate the Sheraton Hotels & Resorts brand and its standing in the public eye.

The plan includes the launch of the new premier tier, Sheraton Grand; continuous innovation of the Sheraton guest experience; commitment to service excellence; and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.

Customers stand to benefit from the launch of Sheraton Grand, which plans to elevate over 100 premier Sheraton hotels to this new tier to better match guests’ expectations.

The group is hoping that its “unique and imaginative” sleep, entertainment, fitness and bath experiences will impress guests. It will also execute Sheraton-focused SPG promotions, and ramp up booking rewards and incentives for meetings.