TORONTO — Stand-out Sheraton properties around the world will soon be sporting a sleek new designation by the brand. Starwood Hotels & Resorts will designate properties with distinguished design and stand-out service experiences in enticing destinations around the world with the new Sheraton Grand premier tier.
Execs say the move is to keep Sheraton top-of-mind for consumers. “Sheraton is Starwood’s largest and most global brand and as we continue our work to firmly keep Sheraton in the spotlight, we recognize the need to better match guest expectations for the brand around the world,” said Adam Aron, interim CEO of Starwood Hotels & Resorts. “Sheraton Grand celebrates our standout hotels and helps us further reinforce Sheraton as a trusted voice in global travel.”
The types of properties to earn the Sheraton Grand designation will be located in sought-after destinations and feature top-rated restaurants helmed by renowned chefs. The resorts, convention properties and urban hotels will offer state-of-the art function spaces and dynamic guestrooms and public spaces.
By the end of this year, the brand will assign 50 designations, with plans for 100 by early 2017.