Starwood Shares 5-Year Vision: Sheraton 2020

Sheraton Warsaw, Starwood
The futuristic-looking 5-star Sheraton Warsaw

Starwood Hotels & Resorts Worldwide, Inc. has big plans for Sheraton, released in a 10-point plan known as Sheraton 2020. Look for new brand positioning and a $100 million global advertising campaign by September of this year. Most important for planners will be a new Sheraton Grand premier tier of hotels located in global gateways and focused on innovative design, high-level service and more locally inspired and relevant food and beverage offerings. Expect more than 150 new Sheraton hotels worldwide coming online by 2020.

“From meeting facilities to luxurious spas, we have everything a guest could need, whether visiting for business or pleasure,” said Dave Marr, global brand leader, Sheraton Hotels & Resorts. “Now, we want to reclaim our status as the meetings brand and become the go-to brand for top planners and customers by eliminating meeting planner pain points, such as lead response and ease of booking, and making meetings more seamless for attendees through innovative technology.”

There are now 430 Sheratons around the world, and adding the new properties will make it Starwood’s fastest-growing brand. “With Sheraton 2020, we will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere,” added Adam Aron, Starwood CEO on an interim basis. Starwood has 10 brands, including the St. Regis, W Hotels, Le Merdien and Aloft.

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Barbara Scofidio is editor of Prevue and heads up the Visionary Summits, our exclusive conference series targeting senior-level meeting and incentive planners. In 25 years of covering the industry, her articles have spanned topics ranging from social media to strategic meetings management. She is currently the media liaison for FICP's Education Committee and was the first member of the media ever to be invited to sit on a committee by GBTA, where she spent three years on the Groups and Meetings Committee. She has also been an active member of Site, chairing its Crystal Awards committee and acting as a judge. A familiar face at industry events, Barbara often leads panel discussions or speaks on topics close to her heart, such as green meetings or how the industry can help combat human trafficking. She is also on the board of ECPAT USA, the human trafficking organization. Barbara is based outside Boston, in Groton, Mass.