Sheraton’s big overhaul
SHERATON is in the midst of a global brand overhaul, with a new vision aiming to bring stronger community elements into the guest experience and draw locals in to “work, play or relax”.
Marriott International VP Marketing Asia Pacific Mike Fulkerson told TD yesterday the company saw “an opportunity to take another look at the brand”.
“In some markets the brand was doing really well and in other markets, where it had been for a long time, maybe it had gotten a little tired and the company really had a look at it and said there’s an opportunity for us to reinvigorate the brand,” he said.
“We felt like it needed to be reinvigorated to be a bit modernised so that it’s more relevant to the travellers today.
“Traditionally, we’re viewed as a place to have high teas or go to the seafood buffet but we also want people to see our different public spaces as places to work and places to gather with friends,” Fulkerson explained.
As the brand overhaul works its way through a “long hotel development cycle”, Sheraton is showcasing the new vision through a “Heart for the City” activation, which is currently running through to 21 Nov at the newly renovated Sheraton Grand Sydney Hyde Park.
The activation aims to attract locals and highlight the people, places and cultures of seven “crown jewels” in the Sheraton portfolio, with Fulkerson emphasising it was a way to “promote and get people familiar with the new Sheraton that we’re rolling out around the world”.
Sydney’s Sheraton on the Park was renamed a “Grand” class property in Oct following a US$50m renovation (TD 15 Oct).
The “Grand” class is bestowed on properties which have superior qualities across location, design, service and F&B.
As the first Grand property in Sydney, the hotel is the third Grand in Australia and follows the addition of the Sheraton Gold Coast to the Grand portfolio (TD 09 Dec 2015) and Port Douglas (TD 10 May 2017).
Fulkerson also said Marriott Int’l is planning to combine its loyalty offerings into one new program in Q1 next year, creating “one of the most powerful [loyalty programs], if not the most powerful in the travel industry”.