NEW YORK — The team at Starwood Hotels & Resorts Worldwide, Inc. made two announcements at the 37th Annual NYU International Hospitality Industry Investment Conference, held this weekend at the New York Marriott Marquis.

The Stamford, Conn.-based company announced a comprehensive 10-point plan designed to put Sheraton Hotels and Resorts back into the global spotlight. The Sheraton 2020 plan includes a new $100-million marketing campaign, the launch of the Sheraton Grand premier tier and a goal of opening more than 150 Sheraton hotels worldwide by 2020.

“With Sheraton 2020, we are marshalling the formidable might, muscle and creativity of our organization, which has famously distinguished itself as the industry’s premier brand-builder and innovator,” said Adam Aron, CEO, Starwood Hotels & Resorts Worldwide. “This is a top priority, and we will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere.”

Starwood has also achieved its strongest first five months for deal signings since 2008, with North America accounting for nearly 40 per cent of new signings in 2015. This year, the company will reach its 600th hotel milestone in North America, which remains its largest market.


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