Marriott has big plans for Sheraton brand

Marriott International

Marriott International showcased its new Sheraton lobbies in New York. Source: Marriott International

MARRIOT INTERNATIONAL will be giving a whole new meaning to the phrase ‘home away from home’ for vacationers staying at one of its largest hotel brands: Sheraton Hotels and Resorts.

At the NYU International Hospitality Industry Investment Conference earlier this week, the hospitality giant said its US owners and investors would be pumping US$500 million into a plan to transform all 515 Sheraton hotels around the world.

The focus, said a release on the announcement, will be on guest experience, hotel operations, and design philosophy.

“From the moment we closed the Starwood merger in late 2016, the revitalization of Sheraton has been a top priority for our company,” Marriott International president and CEO Arne Sorenson said in the release.

Marriott hasn’t wasted any time getting to work on revamping the struggling 81-year-old Sheraton brand, with renovations already ongoing at 25 percent of Sheraton hotels worldwide.

What’s the new look?

Marriott International is centering the renovations on combining Sheraton’s rich legacy with a focus on being at the heart of the community.

New designs will establish the hotel beyond a luxury brand and enable socialization, productivity, and personalization for all guests.

For example, the hotel lobbies will resemble a town square feel: plenty going on but with a friendly neighborhood vibe.

The seating and desks will be communal with integrated lockable drawers for when nature calls or a coffee break beckons.

Smaller meeting rooms called “collaboration suites” can also be hired via Marriott’s app.

Marriott Sheraton

An original sketch for the future lobbies in Sheraton hotels. Source: Marriott International

Guestrooms are being given a contemporary makeover with height-adjustable desks, USB points, and insulated walls to reduce sound transmission.

“We kept most of the furniture simple, elegant and especially comfortable,” Lionel Sussman, vice president of global design strategies for Marriott told

The new bathrooms will be larger with a six-foot shower and vanity mirror with adjustable LED lighting.

A new dining concept is also being introduced to the Sheraton brand with the convenient and chic “Coffee bar bar” for those who want tasty food without the fuss.

The eatery doubles up as a coffee shop and an alcoholic beverage bar, hence “bar bar.”

“With our Sheraton transformation plan, we’ve put together all of the pieces of the equation to work cooperatively with our owners to set this iconic brand on a new, disciplined and successful path,” Sorenson added.