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With travelers dreaming of new discoveries in 2021, Sheraton Hotels and Resorts has unveiled the initial hotels around the world exemplifying the brand’s new vision: Sheraton Grand Dubai, UAE; Sheraton Phoenix Downtown, US; Sheraton Denver Downtown, US; Sheraton Tel Aviv, Israel; Sheraton Guangzhou, China and Sheraton Mianyang, China.
Following Marriott International’s announcement in 2018 of its plans to refresh the brand for today’s travelers, the renovations at these hotels is an important milestone in the brand’s reinvention journey. There is now momentum building for the transformation, with more than 40 hotels around the world expected to reflect the new brand vision by the end of 2022.
There are currently 446 Sheraton hotels in 74 countries and territories around the world, making it Marriott International’s most global brand.
“This is a pivotal moment for Sheraton as we see hotel owners embracing the new vision and bringing it to life for the first time,” said Amanda Nichols, senior director and global brand leader of Sheraton Hotels. “Over the past 80 years, Sheraton has always offered guests the time-honored assurance of a welcoming community. We’re proud to have built on this legacy in the new concept, creating an environment where guests can enjoy all the familiar comforts of the Sheraton brand, but with fresh, contemporary updates. As travel resumes, we look forward to welcoming guests into this new chapter for Sheraton.”
At the heart of the new Sheraton experience is the lobby. This has been reimagined as the “Public Square” of the hotel — a holistic, open space that invites people to join together or be alone among others, creating a sense of energy and belonging.
Built into the new design are signature elements such as the “Community Table,” an inviting, purpose-built workspace that will anchor each hotel’s lobby and allow guests to work, eat and drink while soaking up the energy of the space. These tables are custom designed with amenities to keep guests productive, including built-in lighting, outlets and wireless charging stations.
The “Studios,” flexible gathering spaces available to book whenever a guest needs it, 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.
Sheraton’s new elevated food and beverage philosophy creates a focal point in the lobby experience. Part bar, part coffee bar, part market, the “Coffee Bar Bar” is a central pillar of the new Sheraton vision, transitioning guests seamlessly from day to night with food and beverage options that are locally sourced, easy to consume while working and customizable to accommodate all tastes and time schedules.
In the new guest rooms, guests are welcomed into a bright, well-lit space with warm, residential appeal, comprising soft finishes and light wood tones accentuated with black metal accents.